International Marketing (8th Edition)

Author: Te Wupustra
Publisher:
Publish Date: 2006-12-01
Features: With the increasing trend of economic globalization and intensifying market competition, every enterprise faces the challenge of how to fully utilize both domestic and foreign resources, effectively develop both domestic and international markets, and organize marketing activities on a global scale. International marketing has become an essential capability for businesses. For entrepreneurs and business school students, promptly mastering the new knowledge, methods, and technologies related to international markets is crucial for better facing global competition in the future. The author of this book has visited many countries around the world and worked in numerous nations for extended periods, possessing rich and unique international marketing experience. In this edition (new version), the author has added many new insights and emerging technologies about international markets based on the framework of previous editions, while updating and incorporating numerous new case studies to make this edition more suitable for the current international marketing environment. This book is suitable as a textbook for senior undergraduate students, graduate students, and MBA students in higher education institutions, as well as for reading by a broad range of corporate professionals.