(Original PDF) International Marketing, 4th Asia-Pacific Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN: 978-0-730-30556
- Author: Masaaki Kotabe, Al Marshall, Sween Hoon Ang, Kathleen Griffiths, Robin Roberts, Ranjit Voola, Kristiaan Helsen
Poised at the dawn of the Asian Century, innovation in international marketing continues to cut through the turbulence of our economic climate. This fourth Asia-Pacific edition of International Marketing is thoroughly revised to capture the cutting edge developments in international marketing, while retaining the integrity of Masaaki Kotabe’s theoretical underpinning.
Undergraduate students using this text as core resource will be equipped with the tools to become an effective international marketing manager. Armed with an understanding of how social media, ethics and sustainability are impacting the Asia-Pacific international marketing mix, students will draw on the interdisciplinary, cross functional approach to gain insight into all aspects of international business operations and the interface they have with marketing.
Table 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 goods 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 international marketing
Chapter 15 International marketing strategy
Chapter 16 The evolving global marketplace
Part 5 Cases in international marketing
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