Download or read book International Marketing : An Asia Pacific Focus written by Kotabe and published by John Wiley & Sons. This book was released on 2008-09-24 with total page 644 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Marketing - An Asia Pacific Focus is a significant overhaul of the original Kotabe and Helsen Global Marketing Management text. The intended audience of this Asia Pacific adaptation is undergraduate students studying International Marketing in Australia and New Zealand. The text aims to prepare the student to become an effective international marketing manager, overseeing international marketing activities in an increasingly competitive environment.A strong theoretical and conceptual foundation of international and global marketing perspectives is provided through the use of 'real world' examples of small to medium sized enterprises (SME's) and multinational corporations (MNC's) operating in the Asia Pacific region. International marketing is presented from an interdisciplinary, cross- functional perspective, giving students an appreciation of all aspects of international business operations and how they interface with marketing.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 products and services on a truly global scale, all firms that operate in any international market place need to understand and be aware of competition from both local SME's and MNC's that are increasingly attempting to operate globally.Part 1: International marketing environmentPart 2: Analysing international marketing opportunitiesPart 3: Developing international marketing strategyPart 4: Trends in global marketing