Cengage Learning ebook International Marketing 4E

International Marketing – Asia–Pacific Edition is a fourth-edition adaptation of the original International Marketing text by Michael Czinkota and Ilkka Ronkainen. This book includes both the theory and the application of international marketing, especially in the Asia–Pacific region. Importantly, though, it does examine international marketing from a truly global perspective rather than just providing a regional point of view. It does so by addressing, confronting and analysing the existence of different environments, expectations and market conditions, and highlighting the need for awareness, sensitivity and adaptation. This book provides up-to-date examples from Australia, New Zealand and throughout the Asia–Pacific region to complement the strong theoretical underpinning of the text.