International Marketing: An Asia-Pacific Perspective, 7th edition

Published by Pearson (August 1, 2016) © 2017

  • Richard Fletcher University of Western Sydney, Australia.
  • Heather Crawford Charles Sturt University
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Features

  • Case studies
  • Vignettes
  • Discussion questions

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).

This 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.

Samples

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Preview sample pages from International Marketing: An Asia-Pacific Perspective >

  • Chapter 1- Rationale for International Marketing
  • Part A – The Environment of International Marketing
  • Chapter 2 - Avoiding the Pitfalls of the International Political and Legal Environment
  • Chapter 3 - Appreciating the dynamics of the International Economic and Financial Environment
  • Chapter 4 - Catering for the Social and Cultural Environment of International Marketing
  • Chapter 5 - Technology Change and International Marketing
  • Chapter 6 - Contemporary Environmental Variables in International marketing
  • Part B - Strategies for International Marketing
  • Chapter 7 - Research in International Markets
  • Chapter 8 - International Market Selection and Entry
  • Chapter 9 – International Competitive Strategy
  • Chapter 10 - Internationalization, Relationships and Networks
  • Chapter 11 - Globalization
  • Chapter 12 - Planning for Effective International Marketing
  • Part C - International Marketing Implementation
  • Chapter 13 - Modifying Products for International Markets
  • Chapter 14 - International Pricing for Profit
  • Chapter 15 - Promotion in International Marketing
  • Chapter 16 - Effective International Distribution
  • Chapter 17 - Marketing Services and Projects Overseas
  • Chapter 18 - International Marketing in the Decade Ahead

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