International Marketing

Author: Jin Run Gui
Publisher:
Publish Date: 2001-07-01
Features: This book follows the decision-making process of international marketing and analyzes in sequence whether a company should enter the international market, which international market to enter, how to enter the target market, how to design an international marketing mix, and how to organize international marketing. The book also places international marketing in the context of economic globalization and discusses many new issues related to international marketing, such as global marketing, corporate internationalization, and e-commerce. The entire book is not only suitable for students and teachers of economics or management majors in colleges and universities but also for those engaged in marketing theory research and practical work. This book can also serve as a follow-up textbook to "Marketing" (Higher Education Press, edited by Jin Run Gui).