International Marketing. Second Edition

Author: Gan Biqun
Publisher:
Publish Date: 1999-11-19
Features: This book draws on relevant ideas from Western marketing studies and incorporates the research findings of Chinese marketing scholars and international trade experts. Based on the interdisciplinary nature of international marketing, it analyzes and explores various perspectives, proposing its own viewpoints and insights. We have consistently focused on the theoretical, practical, and systematic aspects of this book, ensuring that theory is linked to practice, qualitative and quantitative research are combined, ancient wisdom is applied to the modern context, foreign knowledge is adapted for Chinese use, and the essence is retained while the dross is discarded. This enables the book to truly serve as a guide for Chinese enterprises in expanding into the international market.