In this era of rapid global economic growth and change, an understanding of how marketing is impacted by culture and society is important. This best-selling text by Cateora has now been optimised for the Australia and New Zealand context, with particular attention paid to Asia-Pacific geographical, social and cultural characteristics. New chapters have been included on SMEs and 'born globals', risk management and funding sources. Current legal and political issues, including the Australian Free Trade Association and international trading agreements, are also covered. Relevant and up-to-date, this title addresses the needs of the region's marketing practitioners - adding substantially to knowledge of the immediate region whilst maintaining the integrity of the original text.
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