International Marketing Theory and Practice (Third Edition)

Author: Chen Zhiping
Publisher:
Publish Date: 2003-06-01
Features: This book systematically compiles some reflections of the author over the years in the teaching and research of international marketing. . Chapter 2 explores the connotation and extension of international marketing, its differences and connections with international trade and domestic marketing, its emergence and development, its micro and macro driving forces, etc., primarily addressing why modern enterprises need to enter the international market. Chapters 3 to 5 analyze the three major environments modern enterprises face when entering the international market: the host country environment, the international environment, and the domestic environment, as well as the opportunities and challenges they bring. Chapters 6 to 13 study how modern enterprises can develop international marketing strategies to address these opportunities and challenges, including planning in five areas: international markets, international products, international channels, international communication, and international pricing. This is to answer how modern enterprises should choose, enter, and develop international markets. This book strives to form the following characteristics: (1) Targeting the practical aspects of international marketing for Chinese enterprises, offering strategies for enterprises to develop international markets, (2) Extensively using case studies to enhance the operationality of international marketing practices through introduction and analysis, (3) Emphasizing the integration of insights and research findings from domestic and international experts and scholars on international marketing, (4) Expanding the scope of applicable industries, with examples covering not only the international marketing of various manufacturing industries but also many in agriculture, services (such as finance, insurance, tourism, transportation, commerce, and the catering industry), (5) Emphasizing the concept of international marketing of production factors, adding content on not only the international marketing of products and services but also capital, technology, management, labor, and even land resources, exploring the construction of a broader international marketing system to adapt to the growing trend of international marketing of production factors worldwide, (6) Sticking closely to the theme of "international marketing" and avoiding repetition of certain topics already covered in general marketing, marketing management, or international enterprise management courses, such as micro-segmentation of a country's domestic market, distribution channels in a country's domestic market, and planning and control of international enterprises (including marketing), to prevent diluting the main focus, (7) Catering to the needs of teaching at different levels, such as when discussing international marketing environments: undergraduates can primarily focus on Chapter 3, while postgraduates can further select Chapters 4 (International Environment) and Chapter 5 (Domestic Environment). It is hoped that these features of the book will attract the readers' interest.