International Marketing (Revised Second Edition)

Author: Kou Xiaoxuan, Wang Yongping (editors)
Publisher:
Publish Date: 2005-01-01
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 era of the global economic cycle are both the demands of the times and the necessary path for enterprises to expand their markets and enhance their 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, based on an introduction to general marketing principles, combines the general patterns and latest trends of international market development, widely absorbs and references domestic and foreign research achievements, and strives to provide a comprehensive, in-depth, and systematic introduction to the 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 to engage in international marketing practices. To facilitate readers in mastering international marketing knowledge, this book highlights the key points and learning objectives of each chapter at the beginning of the chapter and includes cases, summaries, and review questions at the end of each chapter.