International Marketing Management

Author: Wan Chenglin
Publisher:
Publish Date: 2004-07-01
Features: The book is closely integrated with China's actual practices while focusing on international common conventions. It particularly emphasizes knowledge, applicability, and operability. This book is suitable as a university textbook or self-study material, and can also serve as a reference tool for practitioners in their business activities. Guided by the fundamental theories of modern marketing, the book applies knowledge from disciplines such as international business management, international trade, international finance, and international economics to systematically elaborate on the theories and practices of international marketing management. Its content primarily includes: a fresh analysis of the research objects and methods of international marketing, international marketing venues, international marketing environment, international marketing research, as well as the international marketing concepts and models of the 21st century; in-depth research on the marketing strategies and management of international commodity markets, international technology markets, international capital markets, and international labor markets; and a detailed introduction to international marketing organizations, international marketing strategies, international marketing financing, international marketing risks, and management.