International Marketing

Author: Xu Zijian, Zhu Mingxia
Publisher:
Publish Date: 1999-06-01
Features: The current global economy is an open one characterized by interdependence, cooperation, and competition. More and more enterprises are obtaining resources from the international market while actively participating in international market competition. Global economic integration has facilitated the positive development of economic and cultural exchanges between countries, leading to the blending of various cultures. International marketing is an extension and development of marketing, primarily studying the patterns of marketing activities in the international market. This book introduces the basic theories, strategies, and methods of international marketing, analyzing the special issues frequently encountered in corporate international marketing. It is hoped that this book will provide learning and reference value for a broad range of business professionals engaged in international marketing and students majoring in related fields at institutions of higher learning. The book is particularly suitable for those who have not studied the principles of marketing.