International Marketing Textbook (Second Edition)

Author: Zhang Jingzhi, Editor-in-Chief
Publisher:
Publish Date: 2003-09-01
Features: This book is written in the format of a textbook, consisting of 13 chapters. Chapter introduces some basic concepts of international marketing, as well as the reasons and methods for enterprises to engage in international marketing; Chapters 2, 3, and 4 analyze cultural, economic, political, and legal factors respectively, enabling readers to understand the objective environment of international marketing and its analytical methods; Chapter 5 is on international marketing research, introducing methods and techniques for collecting, organizing, and analyzing international marketing information; Chapter 6 focuses on international market segmentation and target marketing, studying the process of dividing, selecting international markets, and formulating corresponding marketing strategies; Chapters 7, 8, 9, 10, 11, and 12 explore international marketing mix decisions, providing detailed analysis and discussion on specific decisions in international marketing such as products, channels, pricing, and promotion; Chapter 13 briefly discusses the coordination factors of international marketing planning, organization, and control. The target readers of this book are primarily students who have studied the principles of marketing and business management personnel and sales personnel engaged in international marketing. For readers who have not studied the principles of marketing but wish to learn international marketing directly, they can start with the appendix of this book—Basic Principles of Marketing. The appendix concisely summarizes the principles of marketing. By studying the appendix, readers can quickly grasp some basic concepts and methods in the principles of marketing, laying a foundation and clearing obstacles for further learning of international marketing.