International Marketing: An Asia-Pacific Perspective
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Author(s)Richard Fletcher / Heather Crawford
Published7th October 2016
PublisherPearson Education Australia
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.