| Description |
xv, 624 pages : illustrations, maps, charts ; 26 cm |
|
regular print |
| Contents |
Part One. International marketing environment: 1. Introduction to international marketing; 2. Economic and financial environment; 3. Political and legal environment; 4. Cultural environment; 5. Understanding international consumers -- Part Two. Analysing international marketing opportunities: 6. International marketing research; 7. Segmentation and positioning; 8. Market selection and entry strategies -- Part Three. Developing international marketing strategy: 9. Developing new goods and services for international markets; 10. Branding; 11. International marketing communication; 12. Logistics: sourceing and distribution; 13. Export and import management; 14. International pricing -- Part Four. Trends in global marketing: 15. Global marketing strategy; 16. The evolving global marketplace -- Case studies -- Glossary |
| Summary |
Intended for undergraduate students studying International Marketing in Australia. The text aims to prepare the student to become an effective international marketing manager, overseeing international marketing activities in an increasingly competitive environment. Five Australian authors |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references |
| Audience |
For tertiary students |
| Subject |
Marketing.
|
|
International business enterprises -- Marketing.
|
|
Marketing -- Asia.
|
|
International business enterprises -- Management.
|
|
Marketing -- Pacific Area.
|
| Author |
Kotabe, Masaaki.
|
| ISBN |
0470805587 : |
|
