International Marketing: 2nd Edition

Author: Miloan
Publisher:
Publish Date: 1998-12-01
Features: True knowledge originates from life and should also be applied to life. Avoid rigid dogmatism and staying confined to books when pursuing academic studies. The author deeply understands the essence of case-based teaching. This book avoids lengthy abstract theoretical explanations and instead integrates all teaching content into carefully selected cases. Learn by doing, and do by learning, providing you with an immersive experience. The book covers fundamental concepts of international marketing, the economic and cultural environment of international marketing, the legal and political environment of international marketing, the formulation and implementation of global marketing strategies, products and services, promotional strategies, distribution strategies, and pricing issues. The book's unique feature lies in: completely using new real cases to explain all marketing theories in the book, aiming to cultivate readers' ability to analyze and solve practical problems.