International Marketing: Principles, Strategies, and Applications

Author: Huang Weiliang
Publisher:
Publish Date: 2000-11-01
Features: This book focuses on the theme of international marketing, avoiding the repetition of basic marketing principles. While elaborating on the fundamental theories and methods of international marketing, it emphasizes the development trends and innovation of the discipline, introducing as many views, insights, and research findings from domestic and international experts as possible. It also explores the practical aspects of international marketing activities by Chinese enterprises, striving to integrate international marketing theory with the practical experiences of Chinese companies. The writing is structured around the expansion of international markets, following the logical progression of international marketing development and the stages of market expansion. It highlights practicality and applicability, aiming for clear and accessible language.