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Textbook

International Marketing: Consuming Globally, Thinking Locally

Andrew McAuley
ISBN: 978-0-471-89744-6
Paperback
320 pages
June 2001, ©2001
List Price: US $69.95
Government Price: US $46.68
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International Marketing: Consuming Globally, Thinking Locally (0471897442) cover image
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  • Examines the experiences and practices of SMEs throughout the text
  • Provides an appreciation of the influence of culture on international marketing decisions
  • Critical incidents are used throughout the book to illustrate various aspects of international marketing practice
  • Includes a range of case studies drawn from different countries that discuss both business and consumer products

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