International Marketing (11th Edition) (Marketing Textbook Translation Series)

Author: Kate Ola (USA), Graham Zhou, Zucheng Zhou, etc.
Publisher:
Publish Date: 2003-01-01
Features: Besides the reasonable structure and rich content of this book, the following points left a deep impression on the translators: , reflecting new research findings and development trends. Second, it studies and elaborates on international marketing activities within the context of the environment, particularly the cultural environment. Third, it provides ample material closely tied to practice. Fourth, it is highly readable. "Know your enemy and know yourself, and you will be invincible in a hundred battles." From this perspective, the book describes the history, geography, culture, business customs, political, and legal environments of the global market, introduces Europe, the Americas, the Asia-Pacific, Africa, the Middle East, regional trade groups, and emerging markets, evaluates global market opportunities, and elaborates in detail on the formulation and implementation of global marketing strategies, placing international marketing activities within the context of the environment, especially the cultural environment. The book contains many practical examples about China, demonstrating China as seen by foreigners. "Almost every page tells a story about some aspect of international marketing, some unbelievable or unexpected; some humorous and quirky, but all enlightening." Even flipping through it casually, you can feel the smooth writing and the ingenuity of the conception.