International Marketing : Asia Pacific Edition (3rd Edition)

International Marketing : Asia Pacific Edition (3rd Edition)
Michael Czinkota, Ilkka Ronkainen
901671
MGMT270
University of Canterbury
9780170237871
Out of Print
Published 29/10/2013
Edition Info 3rd Edition
ISBN13 9780170237871
Published In Australia
Imprint Cengage Learning Inc
Publisher Cengage Learning Inc
Pages
Size (mm) h x w x d
Blurb 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.
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