International Marketing Practice and Cases

Author: Xu Jianming
Publisher:
Publish Date: 2004-09-01
Features: This book includes ten parts: finding overseas target markets, the formulation of international marketing plans and marketing strategies, international business etiquette conventions and the art of international business negotiation, ways to enter international markets, international product marketing strategies, international marketing pricing strategies, channel planning and optimization for international marketing, international promotional techniques, experiences in opening up major international markets, and new trends in marketing by foreign multinational companies. In terms of writing principles, this book strives to break away from the redundancy of existing international marketing books, making efforts to start from the practice of international marketing in China, forming its own system to achieve the unity of scientificity, objectivity, and operability. The readers of this book are not limited to students and teachers of marketing, international economic and trade, and other related majors in higher education institutions, but also include marketing management personnel working in practical departments.