International Marketing

Author: Qin Bo
Publisher:
Publish Date: 2002-05-01
Features: This book lists numerous typical examples to further illustrate certain theories and viewpoints. It is particularly noteworthy that the book dedicates a chapter to case studies, introducing the successful experiences and lessons learned from failures of world-renowned multinational companies in various aspects of international marketing activities, serving as a reference for learners. The book is rich in content and offers fresh perspectives. It includes the most mature theories and viewpoints in the field today. The content structure is well-organized, demonstrating strong systematicity. The book categorizes and discusses five major aspects: creativity, etc. Theories are closely linked to practice. Numerous typical examples are provided to further clarify certain theories and viewpoints. It is especially important to note that the book dedicates a chapter to case studies, introducing the successful experiences and lessons learned from failures of world-renowned multinational companies in various stages of international marketing activities, as a learning reference.