International Marketing Tutorial (Second Edition) (University of International Business and Economics)

Author: Zhang Jingzhi
Publisher:
Publish Date: 2003-09-19
Features: This book is written in the format of a textbook and consists of 13 chapters. Chapter introduces some basic concepts of international marketing, as well as the reasons and methods for enterprises to engage in international marketing; Chapters 2, 3, and 4 analyze cultural, economic, political, and legal factors, respectively, providing readers with an understanding of the objective environment and analytical methods of international marketing; Chapter 5 is on international marketing research, introducing methods and techniques for collecting, organizing, and analyzing international marketing information; Chapter 6 focuses on international market segmentation and target marketing, exploring the process of dividing, selecting international markets, and formulating corresponding marketing strategies; Chapters 7, 8, 9, 10, 11, and 12 study international marketing mix decisions, conducting detailed analyses and discussions on specific decisions in international marketing such as products, channels, pricing, and promotion; Chapter 13 briefly explores the coordination factors of international marketing planning, organization, and control. The target readers of this book are primarily students who have studied the principles of marketing and management personnel and sales staff engaged in international marketing. For readers who have not studied the principles of marketing but wish to learn international marketing directly, they can start with the appendix of this book—Basic Principles of Marketing. The appendix condenses the principles of marketing in concise language. By studying the appendix, readers can quickly grasp some basic concepts and methods in the principles of marketing, laying a foundation and removing obstacles for further learning of international marketing.