International Marketing

Author: Hu Ling / Hu Zhiwen (editors)
Publisher:
Publish Date: 2004-05-01
Features: This book is one of the "Business English Series Course Textbooks." It not only covers the basic knowledge and operational principles of international marketing but also enhances understanding through case studies, enabling students to gain a comprehensive grasp of the process and fundamental practices of international marketing. This facilitates the cultivation of versatile talents with both strong English proficiency and professional expertise. The book is divided into six parts and contains 18 chapters, presented in accordance with the basic steps of international marketing. Each chapter begins with learning objectives to help students focus on key points, and concludes with key terms and exercises to facilitate further learning and consolidation of knowledge. Written in English, the book features concise and accessible language compared to the original version. It is suitable for undergraduate students in their third year or above majoring in international trade, economics and management, international business, or English as a comprehensive professional English textbook. Additionally, it can serve as a reference for self-learners with a foundation in English and business knowledge.