International Marketing: An Asia-Pacific Perspective

International Marketing: An Asia-Pacific Perspective

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International Marketing, 6e is written from a wholly Australasian perspective and covers issues unique to local marketers and managers looking towards the Asiaa€“Pacific region, the European Union, and beyond. It presents a wide range of contemporary issues faced by subsidiaries of multinational enterprises (MNEs) as well as small and medium scale enterprises (SMEs), mainly exporters, which make up the vast bulk of firms involved in international business in the Australasian region. International Marketing, 6e clearly demonstrates the links between the different stages of international marketing, connecting analysis with planning, planning with strategy and strategy with implementation. Key concepts are brought to life with comprehensively updated statistics, recent illustrations, and a variety of real-world examples and case studies.... and a#39;sheer driving pleasurea#39;, Mercedes and Lexus are positioned on luxury, Holden Commodore is positioned as Australiaa#39;s own car, Nissan is positioned on reliability and ... 1992). ese can be best illustrated with reference to well-known world brands. ey can position their products on specific product attributesa€” Daihatsu advertises its low price, Saab and Peugeot promote on the basis of performance.

Title:International Marketing: An Asia-Pacific Perspective
Author:Richard Fletcher, Heather Crawford
Publisher:Pearson Higher Education AU - 2013-08-28


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