International Marketing Theory and Practice

Author: Fu Shali
Publisher:
Publish Date: 2005-08-01
Features: This book systematically and deeply elaborates on the theories and practices of international marketing from three levels: international market analysis, international marketing strategy, and international marketing tactics. Based on a comprehensive analysis of the international market environment, it focuses on in-depth analysis and research on core issues such as the selection and entry of international target markets, and the international marketing mix strategy. The book systematically introduces the basic concepts of international marketing, environmental analysis in international marketing, international marketing research, selection of international target markets, international marketing strategy, international marketing mix strategy, and international marketing management. It employs mature and vivid case studies in international marketing to showcase cutting-edge research findings and the development direction of international marketing. The book is systematic, practical, and highly applicable, meeting the needs of higher vocational colleges in e-commerce, marketing, international economics and trade, business administration, business English, and business management. It can also serve as a training textbook for managers and marketing personnel in various enterprises.