A marketing textbook with an international focus co-authored by a Charles Sturt University (CSU) academic has been so successful it has warranted an updated sixth edition.

 

Dr Heather Crawford, lecturer in marketing at the CSU School of Management and Marketing in Bathurst, says International Marketing: An Asia-Pacific Perspective (6^th edition), is written from the perspective of Australian and New Zealand marketers who are trying to engage with consumers and businesses in this region and further afield to the European Union and beyond.

 

“Marketing is a complex process, so we have updated this edition with information and case studies that illustrate a range of contemporary issues that face small and medium-sized businesses, many of which are exporters,” Dr Crawford said.

 

“We have aimed to demonstrate the connections between the different stages of international marketing by linking analysis with planning, planning with strategy, and strategy with implementation.”

 

Dr Crawford emphasises that the international business and trade environment is so dynamic and varied that marketers need to diligently examine the territories they aim to sell into.

 

“We highlight the need to appreciate the dynamics of the international economic and financial environment, and how to avoid the pitfalls of the relevant political and legal systems,” she said.

 

“Marketers need to cater for social and cultural distinctions and subtleties, and incorporate appropriate approaches to technological limitations and innovations. This includes consideration of modifying products for international markets.”

 

In the  sixth edition, coverage of e-marketing has been integrated into each chapter rather than being dealt with separately. A variety of resources for students and instructors are included, along with an expanded range of real-world examples and case studies to illuminate the key concepts.

 

“We’ve added more examples of doing business in countries outside Asia, to better reflect the changing market conditions faced by Australian and New Zealand firms in the international domain due to the enlargement of the European Union and the signing of an increased number of free trade agreements by Australia and New Zealand,” Dr Crawford said.

 

“The book offers value to employers in all regions of Australia as students learn to successfully navigate the challenges and opportunities of involvement with international suppliers and customers from a small-to-medium enterprises perspective.”