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International marketing : an Asia-Pacific perspective / Richard Fletcher, Heather Crawford
Bib ID 7508066
Format BookBook, OnlineOnline [text, online resource]
Fletcher, Richard, 1940-, author
Online Access
Related Online
Edition 7th edition. 
Access Conditions National edeposit: Available onsite at national, state and territory libraries 
Description Melbourne, VIC : P.Ed Australia, [2017] 
1 online resource (xxviii, 681 pages) : colour illustrations, colour portraits. 
ISBN 9781488611179 (PDF : :)
Invalid ISBN 9781488611162 (paperback)

Always learning.

Technical Details

text file : PDF : 78MB 


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.

Full contents
  • Ch 1. - Rationale for International Marketing
  • Part A - The Environment of International Marketing
  • Ch. 2. Avoiding the Pitfalls of the International Political and Legal Environment
  • Ch. 3 Appreciating the dynamics of the International Economic and Financial Environment
  • Ch. 4. Catering for the Social and Cultural Environment of International Marketing
  • Ch. 5. Technology Change and International Marketing
  • Ch. 6. Contemporary Environmental Variables in International marketing
  • Part B - Strategies for International Marketing
  • Ch. 7. Research in International Markets
  • Ch. 8. International Market Selection and Entry

Imprint: P.Ed Australia.

Includes bibliographical references and index.

Subjects International business enterprises -- Marketing.  |  Export marketing -- Australia.  |  Export marketing -- Asia.  |  Export marketing -- Pacific Area.  |  Australian
Other authors/contributors Crawford, Heather, author
Also Titled

International marketing : an Asia Pacific perspective

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