International Marketing. An Asia-Pacific Perspective

Fletcher Richard, Crawford Heather

In Stock

In Stock: 1

Cover Type: Softcover
Book Condition: Good
Jacket Condition: None Issued
Publisher: Pearson Education
Publisher Place: Australia
Publisher Year: 2013

Description: 720 pages. Book is in general good condition. There is some light reading wear and ticks from a pen on the content page present, but still a presentable copy. 6th Edition

Publishers Description: 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.

ISBN: 9781442560833


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