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International Marketing: Asia Pacific Edition, 3rd Edition

by: Michael R. Czinkota | Ilkka Ronkainen | Catherine Sutton-Brady | Tim Beal | Nicole Stegemann

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Retail Price: $147.95

Publisher: Cengage Learning,19.09.13

Category: MARKETING Level: B/I/A

ISBN: 0170237877
ISBN13: 9780170237871

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Institution: UTS Broadway - First Semester 1501
Course Code: 24220
Subject: International Marketing and Analysis

This third Asia Pacific edition of International Marketing continues to offer up-to-date examples from Australia, New Zealand and throughout the Asia Pacific region alongside an international perspective to provide a truly global context.

The text examines the unique conditions in which businesses from this region operate, concentrating on the challenges that face marketers. 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.

The ongoing concerns of the environment and the sustainability of business are integrated throughout the text. Other important emergent areas affecting the practice of international marketing, such as the dominance of social media and e-commerce are also discussed. To aid class discussions, short case studies are presented at the end of each chapter as well as a case for more extensive analysis at the end of each part.

Part 1: The international environment
1. Introduction to international marketing
2. The economic environment
3. Trade institutions and trade policy
4. The political and legal environment
5. The cultural environment

Part 2: International market entry
6. Building the knowledge base
7. Foreign market entry
8. Channels of distribution and logistics

Part 3: International marketing mix
9. Product policy and adaptation in international markets
10. Product and brand management in international markets
11. Services marketing
12. Pricing in international markets
13. International marketing communications

Part 4: Planning and future development
14. Social Networking and Communications
15. The future of international marketing