International Marketing Theory and Practice

Author: Li Jian
Publisher:
Publish Date: 2006-04-01
Features: This book aims to closely integrate international marketing theory with modern international marketing practice, highlighting modern marketing concepts, strategies, and methods corresponding to international marketing practice. The book has the following characteristics: , rigorous system structure and clear logic. The book provides a comprehensive and systematic analysis from international marketing analysis, the selection of international target markets and the decision-making on entry methods, to the formulation of international marketing competitive strategies, the development of international marketing mix strategies and their implementation, as well as the organization and control of the international marketing process. Second, it systematically introduces new fields and perspectives in international marketing theory. Third, the content is rich and highly practical. The book covers the fundamental knowledge, theories, and skills that should be mastered in international marketing courses. While emphasizing theoretical research in international marketing, it also focuses on using domestic and international corporate case studies to validate these theories, making the theoretical analysis more persuasive. This book can be used as a textbook for undergraduate students in majors such as International Economics and Trade and Marketing, and is also suitable for business management personnel for self-study or on-the-job training.