New Concept of International Marketing

Author: Chen Hong et al. (Editor-in-Chief)
Publisher:
Publish Date: 2001-06-01
Features: Advanced transportation tools, communication tools, and financial trading tools widely used in the world today have drastically shortened the distance between enterprises of different countries, strengthening their connections and rapidly accelerating the integration of the global economy. It can be said that no country in the world today can be isolated from the global economic system. On the contrary, only by integrating into it can a country develop at a faster pace. China actively seeks to join the WTO for this very reason. After more than 20 years of reform and opening-up, China has developed a number of import and export enterprises with considerable strength. These enterprises not only compete with domestic firms but also actively seek spaces for survival and development in the international market. However, it should be noted that in the fiercely competitive international market with numerous strong competitors, enterprises will face more complex and volatile environments and challenges compared to domestic marketing. Therefore, understanding and analyzing the external environment faced by enterprises, and formulating practical international marketing strategies based on this analysis, are practical issues that every domestic multinational enterprise will encounter and need to solve. Marketing is a highly practical applied discipline whose fundamental characteristic lies in recognizing and grasping the laws of marketing activities to study and solve practical problems. Therefore, in addition to introducing the general principles of international marketing, this book also addresses practical issues in corporate international marketing by providing analysis. For example, it includes "Skill Training" sections at the end of each chapter, primarily featuring case studies, aimed at helping students integrate the fundamental theories, basic knowledge, and essential skills of international marketing through foundational training, thereby achieving the goal of linking theory with practice. Marketing guru Philip Kotler believes that marketing almost every decade introduces new concepts. For instance, strategic marketing and societal marketing emerged in the 1970s, while internal marketing and global marketing appeared in the 1980s. After the 1990s, many new developments emerged, such as "network marketing" born from the popularity of personal computers and the advent of the internet, and "green marketing" driven by people's growing preference for green products and heightened environmental awareness. To help students understand and adapt to this new development trend, we have specifically written a chapter titled "Marketing Mix Strategies and New Concepts in the Information Age." At the same time, we have also paid close attention to the cutting-edge nature of the material in other chapters, with almost all the content being newly published in 2000, to ensure students stay informed about the latest trends in international marketing.