| Description |
xxvi, 720 pages : colour illustrations ; 26 cm |
|
regular print |
| Series |
Always Learning |
|
Always learning.
|
| Contents |
1. The rationale for international marketing -- Part A: The environment of international marketing. 2. Avoiding the pitfalls of the international political and legal environment -- 3. Appreciating the dynamics of the international economic and financial environment -- 4. Catering for the social and cultural environment of international marketing -- 5. Technology and change in international marketing -- 6. Contemporary environmental variables in international marketing -- Part B: Strategies for international marketing. 7. Researching international markets -- 8. International market selection and entry -- 9. International competitive strategy -- 10. Internationalisation, relationships and networks -- 11. Globalisation -- 12. Planning for effective international marketing -- Part C: International marketing implementation. 13. Modifying products for international markets -- 14. International pricing for profit -- 15. Promotion in international marketing -- 16. Effective international distribution -- 17. Marketing services and projects internationally -- 18. International marketing in the decade ahead |
| Summary |
International Marketing, 6e is written from a wholly Australasian perspective and covers issues unique to local marketers and managers looking towards the Asia-Pacific region, the European Union, and beyond. It presents a wide range of contemporary issues faced by subsidiaries of multinational enterprises (MNEs) as well as small and medium scale enterprises (SMEs), mainly exporters, which make up the vast bulk of firms involved in international business in the Australasian region. International Marketing, 6e clearly demonstrates the links between the different stages of international marketing, connecting analysis with planning, planning with strategy and strategy with implementation. Key concepts are brought to life with comprehensively updated statistics, recent illustrations, and a variety of real-world examples and case studies |
| Analysis |
International trade (Australia) |
|
Sales & marketing (Australia) |
|
University of Ballarat |
| Notes |
Previous ed.: 2011 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing -- Asia.
|
|
Export marketing -- Australia.
|
|
Export marketing -- Pacific Area.
|
|
International business enterprises -- Marketing.
|
|
Marketing.
|
| Author |
Crawford, Heather, author
|
| ISBN |
9781442560833 (paperback) |
|
