International Marketing (12th Edition)

Author: (USA) Philip and others
Publisher:
Publishing Date: 2005-08-01
Features: Know yourself and know your enemy, and you will be invincible. This book takes this perspective as its starting point, describing the history, geography, culture, business customs, political and legal environments of the global market, introducing the European market, the American market, the Asia-Pacific market, the African market, the Middle Eastern market, regional trade groups, and emerging markets, evaluating global market opportunities, and elaborating in detail on the formulation and implementation of global marketing strategies. It studies and explains 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. Each chapter tells a story about a certain aspect of doing business overseas, either incredible, unexpected, humorous, or bizarre, or enlightening. Even if you just flip through it casually, you can feel the smooth writing and cleverly crafted structure of this book.
Target Audience: Undergraduate marketing students, graduate teaching materials; marketing education, researchers, international marketing professionals, and senior managers of enterprises.