International Marketing {Third Edition} Photocopy Edition

Author: ·Roger Bennett
Publisher:
Publish Date: 2003-12-18
Features: International Marketing is a core course for marketing majors. As a photocopied edition of the third English edition, this book presents up-to-date content with a well-structured approach that combines theory with practice. It not only provides a comprehensive introduction to the essence and trade environment of international marketing but also delves into specific operational aspects, including marketing research, market analysis, entry strategies and methods, international production, pricing, advertising, and marketing communication. Compared to similar textbooks, this book is written in a fluent, vivid, and easy-to-understand manner, making it an ideal English original textbook for undergraduate and graduate students in marketing and foreign trade. It can also serve as a reference for researchers, managers, and management consultants interested in product internationalization.