Global marketing

Author: John Johnson
Publisher:
Publish Date: 2004-05-01
Features: The target readers of the book "Global Marketing" are MBA students, graduate students, and senior undergraduate students in business administration, as well as marketing and management personnel in enterprises, as well as teachers and researchers in the field of economic management. It is recommended that readers have a certain foundation in marketing knowledge, which will help them have a deeper understanding of the book. "Global Marketing" is a collection of Professor Johnson's many years of theoretical research and practical experience, and it has the following three characteristics:
1. Concise content, unique system. The author highly refines years of theoretical research and practical experience in global marketing, providing readers with the essence and core content of global marketing; at the same time, the content is integrated to form a research system with strong targeting and applicability, standing out among many similar books.
2. The author organically combines the basic principles of global marketing with contemporary, vivid business cases, making the book engaging and captivating to read. Due to the inclusion of a significant number of cases from Asian and Chinese enterprises, the book is even more attractive and valuable for Chinese readers.
3. The book provides a complete and flexible comprehensive learning system. Learning objectives are set at the beginning of each chapter, and the end of each chapter includes numerous excellent cases, summaries, and key terms. By combining different chapters, new target courses can be formed based on this book, thus meeting the reading needs of readers in different fields. The book also includes a wealth of teaching materials, including teaching slides, teacher manuals, test questions, and a teaching website, which is a blessing for teachers who adopt this textbook to teach this course.