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International Marketing: An Asia-Pacific Perspective, 6th Edition

by: Richard Fletcher | Heather Crawford

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On-line Price: $127.96 (includes GST)

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Retail Price: $149.96

Publisher: PEARSON EDUCATION AU,28.08.13

Category: MARKETING Level: B/I/A

ISBN: 1442560835
ISBN13: 9781442560833

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Institution: ACU North Sydney - 2014 2nd Semester
Course Code: MKTG602
Subject: International Marketing

International Marketing, 6e is written from a wholly Australasian perspective and covers issues unique to local marketers and managers looking towards the Asia-Pacific region, the European Union, and beyond.

It presents a wide range of contemporary issues faced by subsidiaries of multinational enterprises (MNEs) as well as small and medium scale enterprises (SMEs), mainly exporters, which make up the vast bulk of firms involved in international business in the Australasian region.

International Marketing, 6e clearly demonstrates the links between the different stages of international marketing, connecting analysis with planning, planning with strategy and strategy with implementation.

Key concepts are brought to life with comprehensively updated statistics, recent illustrations, and a variety of real-world examples and case studies.

1: The rationale for international marketing
PART A The environment of international marketing
2: Avoiding the pitfalls of the international political and legal environment
3: Appreciating the dynamics of the international economic and financial environment
4: Catering for the social and cultural environment of international marketing
5: Technology and change in international marketing
6: Contemporary environmental variables in international marketing
PART B Strategies for international marketing
7: Researching international markets
8: International market selection and entry
9: International competitive strategy
10: Internationalisation, relationships and networks
11: Globalisation
12: Planning for effective international marketing
PART C International marketing implementation
13: Modifying products for international markets
14: International pricing for profit
15: Promotion in international marketing
16: Effective international distribution
17: Marketing services and projects internationally
18: International marketing in the decade ahead