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.
Chapter 1- Rationale for International Marketing
Part A - The Environment of International Marketing
Chapter 2 - Avoiding the Pitfalls of the International Political and Legal Environment
Chapter 3 - Appreciating the dynamics of the International Economic and Financial Environment
Chapter 4 - Catering for the Social and Cultural Environment of International Marketing
Chapter 5 - Technology Change and International Marketing
Chapter 6 - Contemporary Environmental Variables in International marketing
Part B - Strategies for International Marketing
Chapter 7 - Research in International Markets
Chapter 8 - International Market Selection and Entry
Chapter 9 - International Competitive Strategy
Chapter 10 - Internationalization, Relationships and Networks
Chapter 11 - Globalization
Chapter 12 - Planning for Effective International Marketing
Part C - International Marketing Implementation
Chapter 13 - Modifying Products for International Markets
Chapter 14 - International Pricing for Profit
Chapter 15 - Promotion in International Marketing
Chapter 16 - Effective International Distribution
Chapter 17 - Marketing Services and Projects Overseas
Chapter 18 - International Marketing in the Decade Ahead
Download the detailed table of contents >