International Marketing: Second Asia–Pacific Edition is a thorough revision reflecting contemporary developments in international marketing. The text maintains the strengths of the original Global Marketing Management text by Masaaki Kotabe and Kristiaan Helsen, and is presented in an engaging and accessible style. The book aims to help Australasian students understand contemporary international marketing activities and issues in an increasingly competitive marketplace.
The use of real-world examples of both small and medium-sized enterprises (SMEs) and multinational corporations (MNCs) operating in the Asia–Pacific region provides a strong theoretical and conceptual foundation of international and global marketing perspectives.
A key underlying theme of the text is that while it may not be possible for all organisations in the Asia–Pacific region to market their products and services on a truly global scale, organisations that operate in any marketplace need to understand and be aware of competition from both local SMEs and MNCs that are increasingly attempting to operate globally.
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