Multinationals in Hong Kong : Perceptions and Problems in Marketing Consumer Goods
Multinationals in Hong Kong : Perceptions and Problems in Marketing Consumer Goods
Thomas Pressentin
1998.1
$bISBN$b972-658-063-3
90.0
b000193
摘要
本書分析了26位管理人員如何以香港為基地，為享譽國際的大型跨國企業擔任市場推廣工作。本書不但為從事市場推廣工作的讀者介紹了有關的背景資料，如業內一些重要的工具；還分享了作者曾進行的一項相關研究成果。在書中，作者描繪了管理人員應如何在本地及國際市場定位，如何覺察到一些典型問題的存在並有效地制定策略性措施以保持既得的優勢，更就這些問題提出了一些切合實際的解决方案，以供從事市場營銷的相關讀者參考。
The book analyzes how 26 managers are using Hong Kong as a base for marketing promotion for the large multinational companies, and tells how should managers position themselves in local and international markets and how to be aware of some typical problems and develop effective strategic measures to maintain existing advantages. On these bases, the book put forward some practical solutions to these problems for the readers engaged in marketing to learn from and for reference.
