International Marketing Management (A Fine Guide for Adult Higher Education in the 21st Century)

Author: Li Yongping
Publisher:
Publish Date: 2004-10-30
Features: After joining the WTO, we are integrating into the world economy at an unprecedented speed. Our country and our enterprises are in the era of cross-cultural marketing. The markets we are entering are so vast, the marketing activities we are carrying out are so diverse, and the trade partners we are engaging with are so complex. Everything is new and promising, yet also challenging and exploratory. Globalization and internationalization require every enterprise's management personnel to be familiar with international business models and operational methods different from domestic experience, as well as the rules of the international market. International marketing management is a new discipline that has developed on the basis of marketing science, primarily studying the special issues of enterprises engaged in international business and sales, guiding them to cross borders and seek more market opportunities, and carry out international marketing activities. It is a necessary capability for modern enterprise managers. This book starts with the basic concepts of international marketing. It concisely and systematically introduces the differences between the activities and functions, methods and means of international marketing and domestic marketing. It analyzes the international marketing environment, conducts research on foreign consumers and markets, and introduces various tools and techniques for international marketing management activities. The book includes numerous successful or unsuccessful cases of Chinese and foreign enterprises engaged in international marketing activities, providing readers with reference and reflection. The features of this book are its comprehensive content and clear organization. It is authoritative yet easy to understand, with strong readability and practicality.