International Marketing (Third Edition)

Author: Liu Bo/Translated
Publisher:
Publish Date: 2005-06-19
Features: With the continuous changes in the global business environment, international marketing is also evolving. How can marketers capture these changes and tap into this potential? In this context, what factors should be given priority? The new edition of the textbook "International Marketing" presented before you will answer this question. This book incorporates the author's latest research findings and compiles the most up-to-date information on international marketing, including the current international marketing environment and its operational methods. The book provides a detailed analysis of tactical, operational, and strategic issues relevant to marketers. Combined with the latest case studies and regional analyses of single international markets, it offers unique insights into successful planning and implementation of international marketing. The book primarily consists of two parts: "Trade Environment" and "Preparing to Enter International Markets," covering topics such as international trade, export methods, regional analysis techniques, global products, market research and screening techniques, global pricing, entering international markets, and international advertising. This book is highly valuable for marketers who want to maximize their international influence but are busy, and it serves as an introductory guide for students majoring in international marketing to gain a basic understanding of the field.