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International marketing : an Asia-Pacific perspective / Richard Fletcher, Heather Crawford.

International marketing : an Asia-Pacific perspective / Richard Fletcher, Heather Crawford.
Catalogue Information
Field name Details
ISBN 9781488611162-
Name Fletcher, Richard, 1940- author.
Title International marketing : an Asia-Pacific perspective / Richard Fletcher, Heather Crawford.-
Other title International marketing : an Asia Pacific perspective-
International marketing : an Asia-Pacific perspective : 7e-
Edition Seventh edition.-
Published Melbourne, VIC : Pearson Australia, 2016.-
©2017-
Description xxviii, 681 pages : colour illustrations, colour portraits, colour photographs ; 27 cm-
Note Includes bibliographical references and index.-
Summary "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."--Publisher's website.-
Subjects Export marketing -- Asia
Export marketing -- Pacific Area
Added Names Crawford, Heather author.
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Catalogue Information 1004 Beginning of record . Catalogue Information 1004 Top of page .
Item Information
Barcode Shelf Location Collection Volume Ref. Branch Status Due Date Res. Issue
M00097 658.84 FLET 2017
 NonFiction   Melbourne . Available .  
. Catalogue Record 1004 ItemInfo Beginning of record . Catalogue Record 1004 ItemInfo Top of page .
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