International Marketing Management (Second Edition) ((Second Edition) University Management Category Textbook Series)

Author: Xue Qizhi
Publisher:
Publication Date: 1999-07-01
Features: Based on years of teaching experience in relevant departments of Fudan University, Nanjing University, Shanghai Jiao Tong University, Zhejiang University, Soochow University, and Jiangxi University of Finance and Economics, this series of books invites leading professors from various disciplines to lead the project. It adopts a "rolling open" approach, establishing core courses, continuously revising and updating them to incorporate new knowledge and courses in a timely manner. Since its publication, the series has been widely used by over 200 universities and colleges in recent years for undergraduate and MBA programs, becoming the preferred textbook for teachers and students and receiving universal acclaim.
As a branch of marketing, international marketing has made significant progress in recent years. With the increasing exchanges between Chinese and foreign business communities, international marketing activities, as an extension of domestic marketing, have garnered attention from Chinese business professionals. How to establish a foothold and seize opportunities in the highly competitive international market environment has become a major concern for corporate decision-makers.
Based on the practical challenges faced by businesses entering the international market, this book discusses the principles and methods of international marketing management from aspects such as international market opportunities and expansion, environment and law, planning and control, sales and pricing, market research and product development strategies. The second edition of this book, in addition to a comprehensive revision of the previous edition, also includes a new chapter on "New Developments in International Marketing" and has made significant adjustments to the case studies.