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International Marketing: An Asia-Pacific Perspective 7th Edition


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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.


  • In-depth case studies which enable students to review the concepts learned and apply real-world experiences to a range of Asia-Pacific businesses looking towards the Asia–Pacific region, the European Union, and beyond. A guide to ‘How to analyse a case study’ can be found in the Appendix of the text.
  • International Marketing Highlights boxes bring the subject to life in each chapter through real world examples of companies facing the challenges of international marketing. Most relate to Australian or New Zealand firms.
  • International Marketing Spotlight are new feature boxes which provide a business example related to the chapter content.
  • Figures and tables give students a statistical and visual resource for better understanding and comprehension of key concepts.
  • Opening vignettes begin each chapter and relate a story or issue that contextualises the topic.
  • Chapter summaries provide a concise overview of the chapter's main points and are an excellent tool for study and revision.
  • List of websites at the end of each chapter has been updated and expanded to provide students with references to appropriate websites where they may obtain further information on the topics being discussed.
  • IMEdge exercises encourage students to think outside the box, by investigating an issue related to the chapter online.
  • Discussion questions test understanding of key concepts.
  • Instructor resources which accompany this text have been enhanced for this edition: Testbank, PowerPoints and Instructor Manual.

New to this Edition

  • 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
    • IMEdge solutions
    • Case study solutions
    • Teaching suggestions. 

About the Authors

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 ResearchIndustrial Marketing Management, the European Journal of MarketingJournal of Consumer MarketingQualitative Market ResearchInternational Journal of Retail and Distribution, the Journal of Global Business, the International Business Review, the Australasian Marketing Journal, the IUG Business ReviewMarketing Intelligence and Planning, the International Journal of Entrepreneurship and Innovation ManagementJournal of Business SystemsGovernance 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.


Chapter 1- Rationale for International Marketing 
Part A – The Environment of International Marketing 
Chapter 2 – Avoiding the Pitfalls of the International Political and Legal Environment 
Chapter 3 – Appreciating the dynamics of the International Economic and Financial Environment 
Chapter 4 – Catering for the Social and Cultural Environment of International Marketing 
Chapter 5 – Technology Change and International Marketing 
Chapter 6 – Contemporary Environmental Variables in International marketing 
Part B – Strategies for International Marketing 
Chapter 7 – Research in International Markets 
Chapter 8 – International Market Selection and Entry 
Chapter 9 – International Competitive Strategy 
Chapter 10 – Internationalization, Relationships and Networks 
Chapter 11 - Globalization 
Chapter 12 – Planning for Effective International Marketing 
Part C – International Marketing Implementation 
Chapter 13 – Modifying Products for International Markets 
Chapter 14 – International Pricing for Profit 
Chapter 15 – Promotion in International Marketing 
Chapter 16 – Effective International Distribution 
Chapter 17 – Marketing Services and Projects Overseas 
Chapter 18 – International Marketing in the Decade Ahead 

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