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International Marketing 4th Asia Pacific Edition Masaaki Mike Kotabe
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International Marketing, 4th Asia-Pacific Edition

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ISBN: 9780730305569

This book is being used at:
La Trobe University

International Marketing, 4th Edition is the perfect text for those wishing to become an effective international marketing manager. This text will help you understand how social media, ethics and sustainability are impacting international marketing in the Asia-Pacific region.

Not only will you find the full-colour version of International Marketing, 4th Asia-Pacific Edition engaging but the end of chapter case studies will give you the knowledge, context, and confidence to begin a successful career in international marketing.


  • End of Chapter case studies.
  • Full colour marketing diagrams to help you grasp key concepts.

  • Asia-Pacific and Australasian specific data and examples.

Masaaki Kotabe holds the Washburn Chair Professorship in International Business and Marketing, and is Director of Research at the Institute of Global Management Studies at the Fox School of Business at Temple University. Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr Kotabe also served as the Vice President of the Academy of International Business in the 1997–98 term. He received his PhD in Marketing and International Business at Michigan State University. Dr Kotabe teaches international marketing, global sourcing strategy (R&D, manufacturing, and marketing interfaces), and Asian business practices at the undergraduate and MBA levels and theories of international business at the PhD level. He has lectured widely at various business schools around the world, including Austria, Germany, Finland, Norway, Brazil, Colombia, Mexico, China, Japan, Korea, Indonesia and Turkey. For his research, he has worked closely with leading companies such as AT&T, NEC, Nissan, Philips, Sony, and Seven & I Holdings (parent of 7-Eleven stores), and served as adviser to the United Nations and World Trade Organization’s Executive Forum on National Export Strategies.

Al Marshall is a lecturer in marketing at the Australian Catholic University. He previously lectured at the University of NSW. He has a doctorate in marketing from Southern Cross University. His specialist areas are international marketing, marketing communications and marketing research. He is a regular visiting academic at ESG School of Management,in France. He has also been a visiting academic at universities in Germany and Austria. He is the co-author of forthcoming books on marketing communications, and marketing research. Al is also a case author and has written an extensive number of cases for textbooks in his three specialist areas. He is also the Editor of Carpe Diem, the Australian Journal of Business, and the Editorial Coordinator for the Asia-Pacific Journal of Business Administration. His most recent journal articles and conference publications focus on advertising content analysis, high involvement leisure consumption, and cross-cultural learning. He is also the principal of Brand Life, a research and planning agency. Al has also worked for market research agencies in Hong Kong, Taiwan, Singapore and Malaysia. He is a member of the Australian Marketing & Social Research Society, has QPMR (Qualified Practicing Market Researcher) accreditation and regularly presents at academic conferences in Britain and Australia.

Swee Hoon Ang is an associate professor at the National University of Singapore Business School and has a PhD from the University of British Columbia. She has taught MBA classes at the China Europe International Business School (CEIBS), Helsinki School of Economics and Business Administration, and the University of California, Berkeley. She is also a co-author of the leading textbooks, Marketing Management: An Asian Perspective and Principles of Marketing: A Global Perspective. As an active researcher, she has published and reviewed for journals including the Journal of Advertising, the Journal of Marketing, the Journal of International Business Studies, Marketing Letters, Long Range Planning and the Journal of Pragmatics. Her teaching and research interests are in advertising and consumer behaviour, especially pertaining to Asia. As a consultant and trainer, Professor Ang has worked with organisations such as Caterpillar, Glaxo Wellcome, Johnson & Johnson Medical, Nokia and Wipro.

Kathleen Griffiths has been a lecturer in the School of Economics, Finance and Marketing at RMIT University, Melbourne, since 2000. Prior to joining RMIT, Kathleen was at Monash University in the School of Marketing for two years. Kathleen held various senior corporate roles at Jacqui E (a member of the Just Group of Companies), Daimaru Melbourne and Myer before becoming an academic. Her corporate experience spanned more than 17 years. Kathleen’s research and teaching interests include international marketing and experiential education in Marketing. She is also the Academic Manager for RMIT’s Work Integrated Learning (WIL) year for Marketing students. She also coordinates the L’Oreal Brandstorm Marketing competition for the RMIT students each year, and was lucky enough to accompany the winning Australian team to Paris to compete in the International Finals in 2012. Kathleen was a recipient of two teaching awards in 2005 for the work done by the Business Faculty’s WIL team in enhancing the quality of teaching and learning at RMIT. She has also collected Good Teaching Awards every year since 2007. Kathleen has a Bachelor of Economics from Monash University, a Master of Business Administration and Masters in Education from RMIT University. She is currently completing her PhD in Marketing at RMIT University. Her current research is on changing consumer shopping behaviours and rituals in Australia and internationally. Kathleen has been a visiting lecturer in Lille, France, as well as being a regular visiting lecturer in Hong Kong, Singapore and Shanghai.

Ranjit Voola obtained his PhD and Masters of Marketing from the University of Newcastle, Graduate Certificate in Educational Studies (Higher Ed.) from the University of Sydney and Bachelor of Business Administration from Griffith University. Ranjit’s research revolves around strategic marketing and the application of strategic marketing concepts in various contexts; including international marketing and market-based poverty alleviation strategies. He is the Director of the Poverty Alleviation and Profitability Research Group at the University of Sydney Business School, which examines the role of businesses in poverty alleviation. He has published in Journal of Public Policy and Marketing, European Journal of Marketing, Journal of Marketing Management, Journal of Marketing Education, Australasian Marketing Journal and the Wiley International Encyclopaedia of Marketing, amongst others. Ranjit’s teaching revolves around marketing strategy and international marketing. He has won numerous teaching and learning awards including the ANZMAC Emerging Marketing Educator Award.

Robin E. Roberts is currently a lecturer at Griffith University in Brisbane, Australia, and a visiting professor at Shenyang University of Technology, China. She holds a Master of International Business with Honours and a Master of Business Administration, and received her PhD in international marketing strategy from Griffith University. For more than twenty years, Robin worked in a diverse range of international product management and consumer marketing roles within the fast-moving consumer goods sector. As an active consultant, she has developed and presented seminars to government and private organisations in the wider agrifood industry. Her current research concentrates on export development within the agribusiness sector in Asia, value chain analysis, Studies in Chinese consumer decision making and developing marketing strategies for emerging markets.

Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and CEIBS (Shanghai). Dr Helsen received his BA in quantitative economics at the University of Antwerp and his PhD in Marketing at the Wharton School of the University of Pennsylvania. His research areas include promotional strategy, competitive strategy, and hazard rate modelling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research and European Journal of Operations Research, among others. Dr Helsen is on the editorial board of the International Journal of Research in Marketing.

Part 1 International marketing environment
1. Introduction to international marketing
2. Economic and financial environment
3. Political and legal environment
4. Cultural environment
5. Understanding international consumers

Part 2 Analysing international marketing opportunities
6. International marketing research
7. Segmentation and positioning
8. Market selection and entry strategies

Part 3 Developing international marketing strategy
9. Developing new goods and services for international markets
10. Marketing goods and services
11. International marketing communication
12. Logistics: sourcing and distribution
13. Export and import management
14. International pricing

Part 4 Trends in international marketing
15. International marketing strategy
16. The evolving global marketplace

Part 5 Cases in international marketing

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E-Text: 9780730305569
Binder Version: 9780730305477
Textbook: 9781118362518 – NO LONGER AVAILABLE

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