International Marketing - (Revised Second Edition)

Author: Kou Xiaoxuan
Publisher:
Publishing Date: 2005-10-01
Features: With China's entry into the WTO, the economic ties between China and the global economy have become increasingly close. Actively developing international markets and joining the global economic cycle are both the requirements of the times and the necessary path for enterprises to expand markets and enhance competitiveness. Due to the significant differences between international marketing and domestic marketing, Chinese enterprises inevitably encounter many new marketing challenges when entering international markets. This book introduces general marketing principles and combines the general patterns and latest trends of international market development, widely absorbing and referencing domestic and foreign research achievements. It strives to provide a comprehensive, in-depth, and systematic introduction to environmental analysis methods, market research approaches and methods, marketing strategies, and marketing mix for enterprises participating in international market competition. The goal is to enrich the discipline of international marketing and provide guidance for Chinese enterprises in practicing international marketing. To facilitate readers' understanding of international marketing, this book highlights the key points and learning objectives of each chapter at the beginning and includes cases, chapter summaries, and review questions at the end of each chapter. With China's entry into the WTO, the economic ties between China and the global economy have become increasingly close. Actively developing international markets and joining the global economic cycle are both the requirements of the times and the necessary path for enterprises to expand markets and enhance competitiveness. Due to the significant differences between international marketing and domestic marketing, Chinese enterprises inevitably encounter many new marketing challenges when entering international markets. This book introduces general marketing principles and combines the general patterns and latest trends of international market development, widely absorbing and referencing domestic and foreign research achievements. It strives to provide a comprehensive, in-depth, and systematic introduction to environmental analysis methods, market research approaches and methods, marketing strategies, and marketing mix for enterprises participating in international market competition. The goal is to enrich the discipline of international marketing and provide guidance for Chinese enterprises in practicing international marketing.