International Marketing

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International Marketing

ISBN : 9780170130073
Publisher : Cengage Learning Australia
Author(s) :
Overview Thoroughly adapted to concentrate on issues that face marketers in the Asia Pacific region, this text combines the outstanding theoretical base of the original text with relevant Australian, New Zealand and Asian case studies and examples. The text examines the unique conditions in which businesses from this region operate, highlighting the challenges faced by these businesses trading with and exporting to other parts of the world. Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms. Sequenced into four parts, the text covers the international environment, international market entry, international marketing mix and the planning and future development of international marketing.

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