Title International marketing / Masaaki Kotabe, Swee Hoon Ang, Kathleen Griffiths, Al Marshall, Ranjit Voola, Kristiaan Helsen

Edition Third Asia-Pacific edition Published Milton, Qld. : John Wiley and Sons Australia, Ltd, 2005, 2011 Milton, Qld. : Wiley, 2011 ©2011

Copies

Location	Call no.	Vol.	Availability
MELB	658.8 Kot/Ima 2010		AVAILABLE
WATERFT BUSINESS	658.8 Kot/Ima 2011		AVAILABLE

Description xv, 672 pages : illustrations ; 26 cm Contents Part 1. International marketing environment -- Introduction to international marketing -- Economic and financial environment -- Political and legal environment -- Cultural environment -- Understanding international consumers -- Part 2. Analysing international marketing opportunities -- International marketing research -- Segmentation and positioning -- Market selection and entry strategies -- Part 3. Developing international marketing strategy -- Developing new goods and services for international markets -- Marketing goods and services -- International marketing communication -- Logistics: sourcing and distribution -- Export and import management -- Inernational pricing -- Part 4. Trends in global marketing -- Global marketing strategy -- The evolving global marketplace -- Part 5. Case studies Summary This book aims to help Australasian students understand contemporary international marketing activities and issues in an increasingly competitive marketplace Analysis Australian International trade Sales & marketing Textbooks/coursework Notes Authors, Masaaki Kotabe, Swee Hoon Ang, Kathleen Griffiths, Al Marshall, Ranjit Voola, Kristiaan Helsen Previous ed.: 2008 Bibliography Includes bibliographical references and index Subject International business enterprises -- Marketing. Marketing -- Asia. Marketing -- Pacific Area. Author Ang, Swee Hoon, author Griffiths, Kathleen, author Helsen, Kristiaan, author Kotabe, Masaaki, author Marshall, Al, author Voola, Ranjit, author ISBN 9781742166032 (paperback)

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