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Global thinking, local relevance!
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.
The hottest topics in international marketing are analysed in greater depth in this edition.
- More business examples related to challenging areas as technology, sustainability and ethics are featured throughout the text.
More Cases and Examples!
- NEW! High quality, in-depth Case Studies are now found at the end of each chapter. These enable students to review the concepts learned in the context of a range of Asia-Pacific business examples. Additional cases are also available to supplement the text.
- NEW! International Marketing Spotlight feature boxes within the chapter provide a business example related to the chapter content.
- NEW! More diverse country examples due to the enlargement of the European Union and an increased number of free trade agreements signed by Australia and New Zealand. Diverse examples of marketing (beyond Asia) were added to better reflect changing market conditions.
Enhanced Instructor resources!
- Testbank and PowerPoints for each chapter
- NEW Instructor Manual containing
links to open-access videos for each chapter to enhance the teaching and learning experience
discussion question solutions
case study solutions
Professor Richard Fletcher is Adjunct Professor of Marketing at the University of Western Sydney (UWS) as from December 2009. From 2006 to 2009 he was Professor of Marketing at UWS and from 2003 to 2006 he was also Head of the School of Marketing and International Business. Professor Fletcher holds a Master of Arts by Research from the University of Sydney, a Master of Commerce in Marketing from the University of New South Wales, and a Doctorate in Philosophy in International Marketing from the University of Technology, Sydney (UTS). During the time he spent at the University of Technology, Sydney prior to taking up his current appointment, he lectured in Marketing and International Marketing at both the graduate and undergraduate levels and created five new international marketing subjects not previously offered in Australia. He is the principal author of the text International E-Business Marketing along with J. Bell and R. McNaughton published by Thomson, UK.
Richard’s research interests are countertrade, internationalisation, networking, ethical issues, cultural impacts and the problems of marketing to emerging markets. His research has been published in the Journal of Business Research, Industrial Marketing Management, the European Journal of Marketing, Journal of Consumer Marketing, Qualitative Market Research, International Journal of Retail and Distribution, the Journal of Global Business, the International Business Review, the Australasian Marketing Journal, the IUG Business Review, Marketing Intelligence and Planning, the International Journal of Entrepreneurship and Innovation Management, Journal of Business Systems, Governance and Ethics, the Journal of International Marketing and Exporting and the Journal of Communication Management. It also appears in several books of case studies and readings in international marketing as well as in the form of chapters in a further six books of scholarly articles.
He is a fellow of both the international think tank IC2 and the Academy of Marketing Science and he has been a member of the executive of the Australian and New Zealand Marketing Academy (ANZMAC) since 2008. He is on the editorial board of the US journal of Industrial Marketing Management. He is also a member of the European Marketing Academy (EMAC), the UK Academy of Marketing (UKAM), the Academy of International Business (AIB), the Australian and New Zealand Academy of International Business (ANZIBA), the Industrial Marketing and Purchasing Group (IMP) and the Australian Institute of Export. He has been a visiting Professor at the Reims Business School; the International University of Geneva; The Johannes Kepler University, Linz; Senshu University, Tokyo; University of Ulster, Ireland; and the University of Otago, New Zealand.
Prior to becoming an academic, Richard was an Australian Trade Commissioner with 25 years’ experience in representing Australia’s commercial interests overseas, in New Delhi, Bombay, San Francisco, Jakarta, Tehran, Libya, Los Angeles and Bangkok. During that period he organised major Australian trade promotions in seven overseas cities, managed several trade missions, led two trade missions to Vietnam in the late 1980s and participated in bilateral trade negotiations with various countries on behalf of Australia on a number of occasions.
Heather Crawford is a Lecturer in the School of Management & Marketing at Charles Sturt University (CSU). Heather holds a Masters in International Marketing from the University of Technology, Sydney (UTS) and a PhD in Cross-Cultural Marketing from the University of New South Wales (UNSW). At CSU, Heather lectures in International Marketing, E-Marketing, and Marketing Communications at both undergraduate and postgraduate levels. She has also taught Marketing Research, Consumer Behaviour, Business-to-Business Marketing and core Marketing Fundamentals course.
Prior to joining CSU, Heather taught a number of marketing subjects at UNSW, the University of Western Sydney (UWS), Macquarie University, the University of Sydney and in several intensive courses at universities in China. From an early stage in her teaching career, Heather also taught a number of specialist postgraduate International Marketing subjects, working with Professor Fletcher at the University of Technology, Sydney (UTS) and at UWS.
Heather’s research interests include international consumer behaviour, cross-cultural communication, advertising, global branding and e-marketing. Her work in these areas has been presented at numerous conferences including the Academy of International Business, Cross-Cultural Research Conference and the Australian and New Zealand Marketing Academy Conference (ANZMAC). It has also been included in a seminal text entitled Humour in Chinese Life and Culture.
Prior to becoming an academic, Heather was Sales Manager for the Australian Broadcasting Corporation’s Australia Television, a satellite television service broadcasting across Asia. She has also worked in marketing roles in the hospitality and tourism, media, manufacturing, education, retail and information technology sectors. Her consulting firm has worked with clients including the Australian Government, the Australian Institute of Export and numerous small businesses to provide international marketing expertise, with a focus on cross-cultural communication. This consulting has taken Heather to many corners of the world, working in countries as diverse as China, Thailand, India, Russia, Poland, Fiji and the United States.
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