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Overview
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.
Synopsis
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.
Booknews
Designed for a semester-long course in international marketing, this textbook provides a brief overview of the world economy, and introduces major issues in the field of international marketing. Emphasizing the influence of culture and customer values, the book describes the processes of market entry, international expansion, alliance building, distribution, and cross-cultural negotiation. Examples and case studies illustrate key points, approaching the topic from the perspective of small businesses, medium-sized enterprises, and multinational companies. McAuley teaches marketing at the University of Stirling, UK. Annotation c. Book News, Inc., Portland, OR (booknews.com)