ISBN 9788126518487,International Marketing : An Asia Pacific Focus

International Marketing : An Asia Pacific Focus



Wiley India Pvt Ltd

Publication Year 2010

ISBN 9788126518487

ISBN-10 8126518480


Number of Pages 640 Pages
Language (English)


International Marketing - An Asia Pacific Focus" is a significant overhaul of the original Kotabe and Helsen "Global Marketing Management" text. The intended audience of this Asia Pacific adaptation is undergraduate students studying International Marketing in Australia and New Zealand. The text aims to prepare the student to become an effective international marketing manager, overseeing international marketing activities in an increasingly competitive environment. A strong theoretical and conceptual foundation of international and global marketing perspectives is provided through the use of 'real world' examples of small to medium sized enterprises (SME's) and multinational corporations (MNC's) operating in the Asia Pacific region. International marketing is presented from an interdisciplinary, cross- functional perspective, giving students an appreciation of all aspects of international business operations and how they interface with marketing. A key underlying theme of the text is that while it may not be possible for all firms in the Asia Pacific region to market their products and services on a truly global scale, all firms that operate in any international market place need to understand and be aware of competition from both local SME's and MNC's that are increasingly attempting to operate globally. Table of contents : Part 1: International marketing environment Chapter 1 Introduction to international marketing Chapter 2 Economic and financial environment Chapter 3 Political and legal environment Chapter 4 Cultural environment Chapter 5 Understanding international consumers Part 2: Analysing international marketing opportunities Chapter 6 International marketing research Chapter 7 Segmentation and positioning Chapter 8 Market selection and entry strategies Part 3: Developing international marketing strategy Chapter 9 Developing new goods and services for international markets Chapter 10 Branding Chapter 11 International marketing communication Chapter 12 Logistics: Sourcing and distribution Chapter 13 Export and import management Chapter 14 International pricing Part 4: Trends in global marketing Chapter 15 Global marketing strategy Chapter 16 The evolving global marketplace Case Studies The Australian and New Zealand film industries TWO DOGS bites into the world market: focus on Japan Motorola: China experience Virgin Blue: a piece of the empire Australia's hi-tech service exports: Cameron Systems Ikea and Tiffany: worlds apart but they both have big blue boxes Branding China An Australian icon - or not? Blundstone Starbucks Coffee: expansion in Asia