International Marketing

Author: Li Shijia
Publisher:
Publish Date: 2004-02-01
Features: "International Marketing" consists of eleven chapters, divided into four parts: Part one includes chapters one, two, and three, introducing the basic concepts and principles of marketing and international marketing management; the second part includes chapters four, five, and six, covering the analysis and research of the international marketing environment from macro to micro; the third part is chapter seven, discussing various strategies in international marketing; the fourth part includes chapters eight, nine, ten, and eleven, introducing the "4P" strategies in international marketing. To facilitate student learning, each chapter begins with "Learning Objectives" and ends with "Chapter Summary" and appropriate discussion questions or exercises. This book systematically introduces the basic concepts and principles of marketing and international marketing management, the analysis and research of the international marketing environment from macro to micro, various strategies in international marketing, as well as the "4P" strategies.