Global Marketing, 4th Edition

Author: Jikan et al. Authored by Fu Huifeng
Publisher:
Publish Date: 2005-09-01
Features: "Global Marketing" (4th Edition) is a widely popular marketing textbook in universities worldwide. The 4th edition follows the framework of the previous three editions, first summarizing the global business environment composed of economic and financial, social and cultural, political and legal aspects. It then discusses the global strategies and approaches of enterprises from the perspectives of the environment and strategy. By introducing a set of advanced overview and analytical tools, it inspires and helps students find ways to successfully create and implement the 4P strategy combination in global marketing. The 4th edition comprehensively introduces cutting-edge research findings in the field of global marketing, such as the new insights on global marketing strategies by Zou Shaoming and S. Tammo Kastenholz, and the research on global market segmentation and target identification in David Arnold's new book "The Illusions of Global Markets." The book includes more than 20 vivid examples of current global marketing, as well as numerous insights from global marketing managers and industry experts. This book can be used as a bilingual teaching material for undergraduate students in marketing, business administration, and enterprise management, and also serves as a professional reference for postgraduate students in related fields and management and marketing personnel in various outward-looking enterprises engaged in international marketing.