International Marketing: An Asia-Pacific Perspective
- ISBN-10
- 1488611165
- ISBN-13
- 9781488611162
- Series
- International Marketing
- Category
- Export marketing
- Pages
- 681
- Language
- English
- Published
- 2016-10-07
- Authors
- Richard Fletcher, Heather Crawford
Description
Global thinking, local relevance! International Marketing is a ground-up Australian text which has a unique and relevant perspective on the subject: looking through the lens of Australian and New Zealand export firms working with international partners as well as Asian businesses looking into Australia. By keeping local business students and their future careers in mind, Fletcher and Crawford make it easier to identify with and apply the concepts. The text takes a practical approach which clearly outlines the links between three different stages of marketing: connecting analysis with planning, planning with strategy and strategy with implementation. Each chapter analyses a range of firms operating in ever-changing international markets, including small and medium scale enterprises (SMEs) and local subsidiaries of multinational enterprises (MNEs).The new 7th edition has been comprehensively updated and features a remarkable range of new, in-depth case studies, industry highlights and diverse business examples that bring the subject to life.
Get the book
Other editions
Similar books
-
International Marketing
By Donald Baack, Barbara Czarnecka, Daniel W. BaackThe invention of cork closures allowed consumers to store wine at home and led to a preference for older, matured wines. The introduction of a screw top reduced the risk of cork contamination, while the use of bags-in-a-box allows ...
-
International Marketing
By Donald Baack, Barbara Czarnecka, Daniel W. BaackNow in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key...
-
International Marketing
By John Graham, Philip CateoraCateora and Graham’s International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged.
-
International Marketing: Strategy development and implementation
By Carl Arthur Solberg“When does it pay off to link a brand name to a country?” Journal of Euromarketing, 23(1): 22–36. ... Olson, Eric M., Stanley F. Slater, and Tomas M. Hult. 2005. “The performance implication of fit among business strategy, ...
-
International Marketing
By Klaus Backhaus, Joachim Büschken, Markus VoethInternational Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective.
-
The theory and practice of international marketing – B2B
By Aleksander SzymańskiThis is the case starting with the macro analysis of the foreign markets and ending with the individual usage of the “4 P’s” regardless of the sector of business.
-
Global Marketing: Practical Insights and International Analysis
By Carlyle FarrellThis new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin ...
-
International Marketing
By Rakesh Mohan JoshiThe book begins with an introduction to international marketing, and slowly delves deep into the subject. All major topics under the subject have been covered. The depth to which each topic has been dealt with is beyond compare.
-
International Marketing
By Jennifer ParkThis edition contains an increase in coverage of technology's impact on the international market arena and a more comprehensive website listing, helping to provide updates to text content in this continually changing field.
-
International Marketing: Analysis And Strategy 3Rd Ed.
By OnkvisitInternational Marketing: Analysis And Strategy 3Rd Ed.