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International Marketing: An Asia-Pacific Perspective

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  • Author(s)Richard Fletcher / Heather Crawford
  • Edition7
  • Published7th October 2016
  • PublisherPearson Education Australia
  • ISBN
  • University course codes
    • Australian Catholic University (ACU):MKTG301 - International Marketing
    • Central Queensland University:MRKT20057 - Global Marketing
    • Charles Darwin University:MKT303 - International Marketing
    • Charles Sturt University:MKT260 - International Marketing
    • Charles Sturt University:MKT550 - Global Marketing
    • Curtin University:MKTG2002 - International Marketing
    • Federation University Australia:BUMKT3705 - International Marketing
    • Flinders University:BUSN3051 - International Marketing
    • Griffith University:3042MKT - Marketing Globally
    • Macquarie University:MKTG209 - Global Marketing
    • Queensland University of Technology (QUT):AMB336 - International Marketing
    • University of Newcastle:MKTG3060 - International Marketing
    • University of Notre Dame:BUSN3540 - International Marketing
    • University of South Australia:MARK3005 - International Marketing
    • University of Tasmania (UTAS):BMA785 - International Marketing
    • University of Technology Sydney (UTS):24220 - Int. Mkting Analysis & Strat
    • University of Technology Sydney (UTS):24220 - International Marketing and Analysis
    • University of the Sunshine Coast:BUS710 - Marketing In An International Environment
    • University of Western Australia:MKTG3301 - Marketing Applications
    • University of Western Australia:MKTG3310 - International Marketing
    • University of Wollongong:MARK957 - International Marketing Strategy

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.

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