International Marketing

Author: Gan Biqun
Publisher:
Publish Date: 2003-05-01
Features: This book is one of the main course textbooks for the marketing major in business administration. It starts with the characteristics of the international marketing environment and comprehensively and systematically discusses the theories and methods of international marketing, incorporating and reflecting the latest research findings from academic circles both at home and abroad. The main contents include: Introduction to International Marketing, Marketing Environment, Marketing Research, Marketing Information Systems, as well as International Target Markets and International Market Strategies, International Competitive Strategies and International Marketing Strategies, International Marketing Planning, Organization, and Control.