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International marketing : an Asia - Pacific perspective

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00000008879HF1416 .F43 1999 (Gudang)Available - Ada

Publisher :Prentice-Hall Australia , 1999

As we look towards the new millennium, one of the remarkable features of the world is the emergence of a truly global economy. This dynamic change means that a 'home market' is anywhere in the world and, in order to stay competitive, firms need to reach the different places and people with whom they trade. Many are doing this with tremendous success.

This text will assist you in understanding the principles and practices of international marketing, using features such as:

.Opening vignettes-introducing the chapter you are about to read with a real or potential business scenario.

.International Highlights-illustrating firms and their use of marketing practices that have led to international success and challenges.

.Australasian and international trade data-providing some data unique to this text. .Summary of key learning objectives-listed at the beginning of each chapter.

.Ethical issues-designed to sensitise the reader to the importance of ethical considerations. .Website glossary-a comprehensive listing of Internet sites relevant to each chapter.

.Discussion questions-to encourage the reader to evaluate and synthesise key concepts. .Cases-at the end of each part, to provide the opportunity for critical analysis.

.References and suggested readings-at the end of each chapter, for further research and learning.

Dr Richard Fletcher is Director of Undergraduate Programs in the School of Marketing at the University of Technology, Sydney (UTS). He is also coordinator of International Marketing Studies and Course Director for the Master of Business (International Marketing) degree. Prior to joining UTS, Richard was an Australian Trade Commissioner with 25 years' experience in represef)ting Australia's commercial interests overseas. He has lectured in international marketing subjects at both graduate and undergraduate levels and created four new international marketing subjects not offered elsewhere in Australia.

Professor Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology Group at the University of Technology, Sydney. linden is one of Australia's leading consultants and academics. He has lectured in marketing at a number of universities and has designed and conducted executive development programs in strategic marketing for many Australian and international corporations over the last 1 5 years.

Series Title
Call Number
HF1416 .F43 1999
Publisher Place French Forest,NSW
xxiv, 656p.; 24cm.
Media Type
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