International Marketing [6th Edition]

Author: Jia Yin
Publisher:
Publish Date: 2004-11-01
Features: This book can not only serve as a textbook for business management and marketing majors but also as a reference for business managers to understand the international marketing environment, enrich their knowledge, and learn practical skills. Under the wave of globalization, the domestic market in China is also facing increasing competition from foreign companies. Many Chinese enterprises have found that they must extend their reach overseas, seeking markets globally, reducing production costs, developing new products, and attracting diverse talent to gain an advantage in the international environment. However, Chinese enterprises cannot avoid an awkward reality: due to their relatively late start in internationalization, they lack a systematic understanding of the challenges involved, such as relevant international rules, the unique political and economic environments of different countries, and more. At the same time, the internationalization experiences of some companies tell us that the path of internationalization is full of twists and risks. Without a certain accumulation of knowledge and experience, it is impossible to go far on this path, and even incurring irreparable losses for the company. Therefore, it is highly beneficial for Chinese enterprises to gain a timely and comprehensive understanding of internationalization, especially in terms of international marketing. Studying the successes and failures of other companies in their international marketing activities will greatly benefit Chinese enterprises. Although the content and cases in this book are mostly based on the U.S. environment and practices, we see that China and the U.S. share many similarities not only in terms of vast territory, large populations, and abundant resources but also in the domestic and international environments Chinese enterprises now face, such as saturated domestic markets, pressure from foreign companies, and new opportunities and potential in international markets. These similarities make the discussions and cases in the book highly relevant to the realities Chinese enterprises are currently facing.
From a content structure perspective, this book is a very comprehensive teaching and reference book in the field of international marketing. It not only includes analyses and introductions to various aspects of international marketing, such as international politics, economics, culture, and law, but also provides abundant information resources for readers to specific content. Additionally, it features numerous cases, including small cases interspersed throughout the book to help readers understand the author's viewpoints, as well as 30 complete major cases presented at the end of the book. These cases enable readers to gain a more intuitive understanding of international marketing practices. These features make the book both highly theoretically complete and practically instructive, ensuring that readers will benefit greatly from reading it.