(eBook PDF) International Marketing Asia Pacific 3rd Edition – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 1488611165
- ISBN-13 : 978-1488611162
- Author:
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.
table of contents:
PART 1: International marketing environment.
Chapter 1 Introduction to international marketing.
Chapter 2 Economic and financial environment.
Chapter 3 Political and legal environment.
Chapter 4 Cultural environment.
Chapter 5 Understanding international consumers.
PART 2: Analysing international marketing opportunities.
Chapter 6 International marketing research.
Chapter 7 Segmentation and positioning.
Chapter 8 Market selection and entry strategies.
PART 3: Developing international marketing strategy.
Chapter 9 Developing new goods and services for international markets.
Chapter 10 Marketing products and services.
Chapter 11 International marketing communication.
Chapter 12 Logistics: sourcing and distribution.
Chapter 13 Export and import management.
Chapter 14 International pricing.
PART 4: Trends in global marketing.
Chapter 15 Global marketing strategy.
Chapter 16: The evolving global marketplace.
Part 5: CASE STUDIES.
1 ALDI – Survival of the German Giant?
2 High Tech Stakes at Benitec Ltd.
3 Marketing New Zealand Blackcurrants in Japan.
4 The world’s best advertising campaign for the best job in the world?
5 Strasburg Brewing – Exporting Microbrews to Asia.
6 A Taste of Honey.
7 The line between green marketing and green washing.
8 Cross Cultural Research – Adventures with Tyres.
9 UPS: Managing the customer service experience across Asia.
10 The Sustainable Cow – OBE’s Organic Beef Export Success.
Glossary.
Index.
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