International Marketing (12th Edition)

Author: (USA) Kate O’Lara / (USA) Graham
Publisher:
Publish Date: 2005-03-01
Features: International Marketing is an authoritative textbook in the field of international marketing. Since its first edition in 1971, through continuous revisions and enrichments, the 12th edition (2005) has achieved a more refined framework and richer content. The book highlights the impact of the marketing environment, particularly cultural factors, on international marketing, and elaborates on an international marketing analysis framework applicable to most countries and regions. To better suit the bilingual teaching needs of International Marketing courses in Chinese universities, considering the curriculum system, teaching syllabus, credit hours, class time, and students' requirements for textbook pricing, the adapters have made necessary modifications to some parts of the original text based on their years of teaching experience with the 10th and 11th editions. While ensuring the systematic nature and distinctive features of the book, the original content has been adapted. The adapted version adheres to the core guiding principle of international marketing—"globalization in thought, localization in action"—and has been reduced from six parts and 19 chapters to four parts and 14 chapters, making the structure more reasonable and the price significantly lower. It is highly suitable as a bilingual teaching textbook for undergraduate courses in Chinese universities, as well as for graduate and MBA students. It can also serve as a training manual for business management personnel and a self-study guide.