International Marketing

Author: Zhao Fang
Publisher:
Publish Date: 2004-04-01
Features: This book takes the international market as its perspective, with economic globalization as the background and the differences between international marketing and domestic marketing as the premise. It introduces the basic theories of international marketing, environmental analysis, market research, market segmentation, and target market entry in international marketing, as well as strategies, plans, and tactics. The book's distinctive feature lies in its emphasis on systematic content, intensive knowledge, broad coverage, and in-depth analysis, striving to provide readers with a comprehensive and clear understanding of international marketing and laying a solid foundation for further study. This book can serve as a textbook for relevant majors in general higher education, as well as a reference for various training materials and for business and marketing professionals.