International Marketing: 6th Edition

Author: Jin Ke'te
Publisher:
Publish Date: 2004-01-01
Features: This book is divided into four parts. Part 1 covers the basic concepts of international marketing and the environment that international marketers must face. Part 2 focuses on the various aspects of international marketing plans, with an emphasis on the initiation of international marketing activities. This includes the business of exports and imports, as well as the relevant marketing mix, which is particularly important for companies entering the international market. Part 3 discusses the strategies and marketing management related to the global development of multinational companies. Part 4 covers the changes in international marketing, with a focus on countertrade, emerging markets, and the future of international marketing and its students. Teachers and students can read this book in two ways. One is to follow the existing chapter order, i.e., from the basic operations of international marketing to multinational business. In this reading method, the arrangement of marketing content such as channels, promotion, and pricing corresponds to the specific work of corporate professional departments. The other is to read Part 2 and Part 3 in parallel, which can better understand the function of international marketing. This book is written by Jin Ke'te and Lang Kai'en, senior international marketing experts from the United States. This book has three outstanding features: First, the content arrangement reflects the trend of international marketing evolving from export marketing to global marketing, allowing readers to better compare the characteristics of international marketing at different stages and facilitating the acceptance of different enterprises. Second, the case materials are particularly rich. It provides nearly 30 case discussions and nearly 100 sidebar materials, most of which are also mini-cases. Third, it pays special attention to the use of the internet. The book provides the websites of some important companies and organizations so that readers can further collect information online. The content of this book is excellent, with an appropriate level of difficulty, and is highly readable. Target Audience: This book is suitable for senior and middle-level managers of international enterprises, international business personnel, graduate and undergraduate students majoring in international trade, international business management, and other related fields, as well as serving as a textbook for MBA programs.