Textbook
International Marketing: Consuming Globally, Thinking LocallyISBN: 978-0-471-89744-6
Paperback
320 pages
June 2001, ©2001
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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International Marketing: Consuming Globally, Thinking
Locally has been written for students taking a modular or one
semester course in international marketing. In this book, Andrew
McAuley examines key aspects of international marketing from the
perspective of SMEs (small and medium sized enterprises), as well
as MNCs (multinational companies). He includes numerous examples
throughout the text that describe the experiences of both SMEs and
MNCs. Examples and case studies are provided that illustrate
situations faced by marketers in the international marketplace e.g.
market entry decisions, international expansion decisions, the use
of strategic alliances, dealing with distributors, and issues
raised in cross cultural negotiations.