Author Description

Poised at the dawn of the Asian Century, innovation in international marketing continues to cut through the turbulence of our economic climate. This fourth Asia-Pacific edition of International Marketing is thoroughly revised to capture the cutting edge developments in international marketing, while retaining the integrity of Masaaki Kotabe’s theoretical underpinning. Undergraduate students using this text as core resource will be equipped with the tools to become an effective international marketing manager. Armed with an understanding of how social media, ethics and sustainability are impacting the Asia-Pacific international marketing mix, students will draw on the interdisciplinary, cross functional approach to gain insight into all aspects of international business operations and the interface they have with marketing. The text provides detailed coverage of international marketing at all levels: from the SME primarily engaged in importing and exporting activities country by country through to larger organisations striving to coordinate their international marketing activities regionally and globally. A key underlying theme of the text is that while it may not be possible for all firms in the Asia–Pacific region to market their goods and services on a truly global scale, all firms that operate in any international marketplace need to understand and be aware of competition from both the local SMEs and the larger MNCs that are increasingly attempting to operate globally. In an increasingly competitive and global market, the fourth Asia-Pacific edition of International Marketing integrates fifteen new and dynamic end-of-chapter case studies to give students the knowledge, context and confidence to be a successful international marketing professional. 15 Dynamic new cases feat. Harvard Business Review 1) Using social networking tools for international marketing 2) The potential of global mango exports