Description
International marketing from a local perspectiveInternational Marketing: An Asia-Pacific Perspective, 4e is a comprehensive text, developed by Australian authors, to reflect the needs of marketers and managers in the Asia-Pacific region. It focuses on Australian and New Zealand firms looking outwards, principally but not exclusively towards the Asia-Pacific region, as this is the major focus of their international business activities.
For second and third year undergraduate and postgraduate students of international marketing, international marketing management and contemporary issues in international marketing.
SUPPLEMENTS:
. This text is supported by a comprehensive range of supplementary learning and teaching aids:
An Instructor's Manual containing detailed teaching notes, answers to all the questions in the text, answers to case studies and additional application exercises.
. PowerPoint Slides, fully revised, and presented in a professionally designed format to add visual interest to the topics contained in the text.
. A Test Bank containing over 1200 questions to challenge student understanding of each chapter of the text. The test bank has been comprehensively revised to include a wide range of Multiple Choice, True-False, Short Answer and Essay questions, graded for level of difficulty to allow tailoring of tests and fully referenced to the text.
. A fully interactive Companion Website containing a variety of features to enhance study, assignment and revision practices. Lecturers can access the (password-protected) instructors' resources.
New To This Edition
- NEW! Cases have been added throughout the text, helping to make it even more relevant for students.
- NEW! Integrated Cases have been added to the end of each part to help students consolidate their understanding.
- Additional Cases are also now available via the extensive online case-bank.
- A more balanced presentation of small, medium and large enterprises within the text.
- Comprehensively updated figures and tables.
- Information Sources booklet, now available online to ensure currency.
Features and Benefits
. Five-Part Structure clearly demonstrates the links between the different stages of international marketing, connecting analysis with planning, planning with strategy and strategy with implementation. Part 5 is devoted to contemporary issues.
. International Highlights boxes are included in each chapter and focus on real world examples of companies facing the challenges of international marketing. Most relate to Australian or New Zealand firms.
. Ethics Issues boxes aim to encourage debate on key ethics topics pertinent to international marketing.
. Figures and Tables give students a statistical and visual resource for better understanding and comprehension of key concepts.
. Learning Objectives at the start of each chapter list the key topics to be covered in that chapter.
. Opening Vignettes begin each chapter and relate a story or issue that contextualises the topic.
. Chapter Summaries provide a concise overview of the chapter's main points and are an excellent tool for study and revision.
. The List of Websites at the end of each chapter has been updated and expanded to provide students with references to appropriate websites where students may obtain further information on the topics being discussed.
. Discussion Questions test understanding of key concepts.
. Each chapter ends with a comprehensive list of references.
Table of Contents
top
Preface
Acknowledgements
About the authors
Additional cases on the website
Introduction
1. The rationale for international marketing
Part A: Environmental analysis of international markets
2. Appreciating the international economic and financial environment
3. Catering for the cultural and social environment of international business
4. Avoiding the pitfalls of the international political and legal environment
5. The technology environment and contemporary environmental variables
Cases for Part A
Part B: International marketing planning process
6. Researching international markets
7. International market selection and entry
8. Planning for international marketing
Cases for Part B
Part C: International marketing strategy
9. Gaining international competitive advantage
10. International strategies
11. Globalisation
12. Relationships, networks and strategic alliances
Cases for Part C
Part D: International marketing implementation
13. Modifying products for overseas markets
14. Marketing services overseas
15. Promotion in international marketing
16. International pricing for profit
17. Effective distribution overseas
Cases for Part D
Part E: Contemporary challenges in international marketing
18. Incorporating international trade relations into overseas marketing
19. Contemporary international marketing issues
Cases for Part E
