International Marketing

Author: Wu Jingsheng
Publisher:
Publish Date: 2004-09-01
Features: Economic
When asked about how to start overhauling a company, my answer is simple—people. Others ask me how to be an outstanding supervisor, and my answer is: "If you can train your subordinates to be as talented and dedicated as you are, you are an outstanding supervisor." Indeed, a "wise" enterprise supervisor's secret in "using time" lies in their skill in "using people" and providing training to build the company. Panasonic, a Japanese electronics company, is renowned worldwide for its "producing talent" corporate culture and has become a model for many excellent enterprises globally. We find that successful companies, both domestically and internationally, share a common characteristic: their emphasis on and cultivation of "people." The health of a company is related to its competitiveness and growth potential, and "people" are the decisive factor in this. It can also be said that whoever has more and better capable individuals has the opportunity to stand out.
In China, valuing management has become a common consensus, but it often stays too much in theoretical discussions or empty slogans, with a clear lack of practical application techniques. This is a weak link in the management of Chinese enterprises. Works such as "Fuyou Modern Practical Enterprise Management Series," "Fuyou Modern Practical Business Warfare System," teaching VCDs, and exquisite posters and slogans are all developed with the service principle of "simple, direct, and effective." Due to their ease of learning, understanding, and use, they provide good guidance for the daily practical work of enterprise managers and the training of subordinates. Our dedication and efforts have gradually made Fuyou a trusted assistant for many enterprises on their path to successful management.
In the context of the global economy's internationalization trend, the practical skills of "international marketing" are also increasingly valued by enterprise managers. Wu Jingsheng, a well-known expert in Taiwan's field of international marketing research and practice, presents this book, "International Marketing," to readers in mainland China. This book is rich in cases, applicable to local enterprises, and offers a comprehensive international perspective. Its four key features make it highly readable, practical, and operational: First, it emphasizes a model that balances multinational corporate and marketing structures. Second, it features particularly rich cases that are suitable for local enterprises. Third, the data used in this book is the most up-to-date from the 1990s to the present. Fourth, it incorporates international marketing perspectives from various countries.