International Marketing

Author: Hu Zhengming
Publisher:
Publish Date: 2005-08-01
Features: This book is divided into three parts and eighteen chapters, covering international marketing principles, international marketing methods, and country-specific marketing. It systematically elaborates on the field of marketing. This book is the sister volume to Marketing. On one hand, both books reflect the characteristics of "combining theory and practice, macro, meso, and micro perspectives, qualitative and quantitative analysis, and learning from others while innovating." On the other hand, considering the unique aspects of international marketing and the needs of marketing education, the two books are complementary. This book does not merely follow the pattern of "marketing principles + international case studies." Instead, it builds on the principles in Marketing and primarily explores the selection and entry of international targets, international marketing methods, and country-specific marketing. The content is comprehensive, well-organized, and logically structured, demonstrating high scientific rigor, systematicity, theoretical depth, and practicality. It can be used as a textbook and is also suitable for reference by relevant professionals.