International Marketing Tutorial

Author: Qin Bo (Compiler)
Publisher:
Publish Date: 2007-01-01
Features: This textbook creatively classifies all theories of international marketing into five major categories: Environment, Methods, Strategy, Tactics, and Management, and systematically discusses each category. The textbook incorporates the most contemporary theories and perspectives in the discipline, along with authoritative statistical data and typical multinational company cases. It also introduces the development trends of major theories in the field. International marketing is an applied science, and its vitality lies in its connection to practice. For this reason, the textbook intersperses rich, typical small examples and comprehensive, typical large cases throughout each chapter, allowing readers to engage as much as possible with real-world scenarios. Furthermore, it presents thought questions that enable readers to personally think through and solve specific, practical problems in international marketing, thereby enhancing their practical skills. This book can serve as a textbook for universities and colleges, a teaching material for various training programs, and a reference for managers and executives at all levels and in various fields.