International Marketing : An Asia Pacific Focus

0.0

International Marketing - An Asia Pacific Focus" is a significant overhaul of the original Kotabe and Helsen "Global Marketing Management" text. The intended audience of this Asia Pacific adaptation is undergraduate students studying International Marketing in Australia and New Zealand. The text aims to prepare the student to become an effective international marketing manager, overseeing international marketing activities in an increasingly competitive environment.A strong theoretical and conceptual foundation of international and global marketing perspectives is provided through the use of 'real world' examples of small to medium sized enterprises (SME's) and multinational corporations (MNC's) operating in the Asia Pacific region. International marketing is presented from an interdisciplinary, cross- functional perspective, giving students an appreciation of all aspects of international business operations and how they interface with marketing.A key underlying theme of the text is that while it may not be possible for all firms in the Asia Pacific region to market their products and services on a truly global scale, all firms that operate in any international market place need to understand and be aware of competition from both local SME's and MNC's that are increasingly attempting to operate globally. Table of contents : Part 1: International marketing environmentChapter 1 Introduction to international marketingChapter 2 Economic and financial environmentChapter 3 Political and legal environmentChapter 4 Cultural environmentChapter 5 Understanding international consumersPart 2: Analysing international marketing opportunitiesChapter 6 International marketing researchChapter 7 Segmentation and positioningChapter 8 Market selection and entry strategiesPart 3: Developing international marketing strategyChapter 9 Developing new goods and services for international marketsChapter 10 BrandingChapter 11 International marketing communicationChapter 12 Logistics: Sourcing and distributionChapter 13 Export and import managementChapter 14 International pricingPart 4: Trends in global marketingChapter 15 Global marketing strategyChapter 16 The evolving global marketplace· Case Studies· The Australian and New Zealand film industries· TWO DOGS bites into the world market: focus on Japan· Motorola: China experience· Virgin Blue: a piece of the empire· Australia's hi-tech service exports: Cameron Systems· Ikea and Tiffany: worlds apart but they both have big blue boxes· Branding China· An Australian icon - or not?· Blundstone· Starbucks Coffee: expansion in Asia