International Marketing

Author: Yan Guoqing
Publisher:
Publish Date: 2004-08-01
Features: This book takes the modern world economic development as its backdrop and the international market as its orientation, systematically and thoroughly elaborating on the theory and practice of international marketing. It is a highly academic and practically valuable textbook currently available in China for studying international marketing. The book is divided into five parts and 16 chapters. Part I is an introduction, which systematically introduces the concepts and evolutionary history of international marketing; Part II focuses on the analysis of the international marketing environment, examining objective environmental factors such as economic, cultural, political, and legal aspects, and discussing how to establish an international marketing information system and conduct international marketing surveys; Part III covers international marketing strategy, providing a comprehensive analysis of international marketing strategies through the discussion of strategic planning, segmentation strategy, and competitive strategy; Part IV discusses the international marketing mix strategy, covering decisions related to product, distribution channels, pricing, and promotion in international marketing; Part V focuses on the organization and control of international marketing, introducing the implementation and control of international marketing strategies. The distinctive feature of this book lies in its comprehensive introduction to the basic theories and strategies of international marketing, as well as its extensive coverage of the application techniques of these theories and strategies. International marketing examples or hyperlinks are integrated into each chapter to guide students in critical thinking, and targeted international marketing case studies are provided at the end of each chapter to cultivate students' creative thinking. This book is suitable for undergraduate and graduate students majoring in economics and management, as well as individuals engaged in research and practice in international marketing.