Book chapter
International marketing implementation: ‘The sweet aroma of success. Modification of products for new markets: The case of TORQ by Di Bella Coffee’, case study
International Marketing: An Asia-Pacific perspective, 6th Edition, p.680
Pearson Education Australia, 6th Edition
2013
Abstract
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. [Book Synopsis]
Details
- Title
- International marketing implementation: ‘The sweet aroma of success. Modification of products for new markets: The case of TORQ by Di Bella Coffee’, case study
- Authors
- Charmaine Glavas (Author) - Queensland University of Technology
- Contributors
- R Fletcher (Editor)H Crawford (Editor)
- Publication details
- International Marketing: An Asia-Pacific perspective, 6th Edition, p.680
- Publisher
- Pearson Education Australia
- Date published
- 2013
- Edition
- 6th Edition
- ISBN
- 9781442560833
- Organisation Unit
- University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99448874202621
- Output Type
- Book chapter
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