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.

International Marketing, 6e is written from a wholly Australasian perspective and covers issues unique to local marketers and managers looking towards the Asia–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.

In recent years the tremendous growth of the service sector—including international trade in services—has outstripped that of manufacturing in many industrialized nations. As the importance of services has grown, economists have begun to focus on policy issues raised by them and have tried to understand what, if any, differences there are between production and delivery of goods and services. This volume is the first book-length attempt to analyze trade in services in the Asia-Pacific region. Contributors provide overviews of basic issues involved in studying the service sector; investigate the impact of increasing trade in services on the economies of Taiwan, Korea, and Hong Kong; present detailed analyses of specific service sectors (telecommunications, financial services, international tourism, and accounting); and extend our understanding of trade in services beyond the usual concept (measured in balance of payment statistics) to include indirect services and services undertaken abroad by subsidiaries and affiliates.

This book examines the vital nature of the subject of leadership in Asia and looks, in particular, at the processes and practices within the Asia Pacific region. It describes how leadership processes differ across various regions and teaches managers how to better employ these processes in order to improve the success of their organisations. The work moves beyond looking only at Western ideas and explores further leadership perspectives based on differing cultural foundations. It considers the influences of Confucianism, Daoism, Mohism and Legalism and also reflects the character of different leadership styles, such as paternalistic, benevolent transactional and transformational styles, as well as authentic and entrepreneurial approaches. Throughout the text, a wide range of international contributors adopt an array of leadership and other theories, cases, sectors and methods to discuss leadership in Asia. This book was originally published as a special issue of the Asia Pacific Business Review.

This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them.

For 2nd and 3rd year undergraduate and postgraduate students of International Marketing, this is a comprehensive text reflecting the needs of marketers and managers in the Asia Pacific region. A free copy of Fletcher & Perito, International Marketing - Information sources, is packaged with each text.

International Business: An Asia Pacific Perspective (Second Edition) provides a unique exploration of the topic of international business. It examines decisions relevant to managers in internationalizing and multinational firms operating in the Asia Pacific region. Its uniqueness stems from the cutting-edge conceptual material that underlies the decision-making frameworks in the text and in the numerous Asian company examples and illustrations. Users of this text examine such essential topics as the measurement and analysis of the cultural, political and economic dimensions of the international environment; the formation of internationalization strategies, including entry mode choice and strategic alliances; the analysis of the competitive implications of multinational firms and business groups; multinational, subsidiary and expatriate management; and the management of ethical issues.

As Asian marketing becomes more sophisticated, so too does Asian advertising. This book unravels the 100 most outstanding advertising campaigns from Asia, Australia and New Zealand to reveal the creative process and forces behind each campaign, to help readers better understand what advertising is all about in Asia. It looks into what makes each campaign tick by giving a complete rundown of its objectives, strategy, creative synergy and results

Social capital is broadly conceptualised as consisting of resources and network ties embedded in the social structures and relationships that facilitate beneficial outcomes for the actors within those structures. Despite the number of research studies on social capital, there have been fewer attempts to examine social capital in the context of service-oriented firms, particularly in the Asia Pacific. This is surprising as the service industry plays an important role in the global services trade transactions and business activities. Social capital enables and maintains social relations for business transformation for service-oriented firms. Indeed, it would be unimaginable for any economic activity, particularly in service-oriented firms, to occur without social capital. This examination of social capital in the Asia Pacific region provides the context for recognising the cultural, social and economic opportunities and challenges of several Asia Pacific countries that can potentially enrich our knowledge and understanding of the region. Contributions are drawn from cases based in Thailand, Indonesia, South Korea, China and Australia, for relevant application in the areas of social capital and service-oriented firms in the Asia Pacific. This book was originally published as a special issue of the Asia Pacific Business Review.