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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: Preliminary Study on Multi-stakeholder International Marketing
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 2358-2362)
Author(s): Gang CHEN, School of Navigation, Wuhan University of Technology, Wuhan P.R.China, 430063
Xinyan ZHU, School of Navigation, Wuhan University of Technology, Wuhan P.R.China, 430063
Abstract: Abstract: Learnt from the conventional marketing theories, this paper establishes the framework of Multi-stakeholder International Marketing as a marketing specialization, which consists of three parts. Firstly, the multi-objects of the marketing activities are accounted, including the product itself, brand, industry’s image and country’s image; secondly, correspondingly the multi-stakeholders, such as enterprises, employees, industry associations and administrations could also be regarded as marketers in the international marketing activities; thirdly, the prospective client, the public and the industry administration in the target international market should be orientated for the market exploitation. The Paper concludes that the industry administration and association in China may employ the core ideas of the concept when expanding their business worldwide.
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