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Textbook

International Marketing: Consuming Globally, Thinking Locally

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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Acknowledgements.

List of contributors.

Introduction.

Trading places: an overview of the world economy.

Get a good guide-book: the influence of culture in international marketing.

The process of internationalization.

SMEs: key players in a global economy.

Understanding customer values.

Creating and communicating customer values.

Delivering customer values.

Export documentation, getting paid, organizing insurance and finding finance.

Globalization, the Internet and the marketer.

International growth through franchising.

Appendix I: Case studies.

Appendix II: Support for exporters.

Appendix III: Examples of export documentation.

Index.
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