International Marketing (Revised Edition)

Author: Qin Bo
Publisher:
Publish Date: 2002-05-01
Features: This book provides numerous typical examples to further illustrate certain theories and perspectives. It is particularly noteworthy that the book dedicates a separate chapter to case studies, introducing the successful experiences and lessons learned from failures of world-renowned multinational companies in various stages of international marketing activities, serving as references for learners. The book is rich in content and offers innovative viewpoints. It incorporates the more mature theories and perspectives in this discipline today. The content structure is well-organized with strong systematic qualities. The book discusses five major categories of creativity, providing detailed explanations for each. It emphasizes the connection between theory and practice. The book offers numerous typical examples to further illustrate certain theories and perspectives. It is particularly noteworthy that the book dedicates a separate chapter to case studies, introducing the successful experiences and lessons learned from failures of world-renowned multinational companies in various stages of international marketing activities, as valuable references for learners.