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International Marketing : Consuming Globally, Thinking Locally - Andrew McAuley

International Marketing

Consuming Globally, Thinking Locally


Published: 8th June 2001
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The majority of textbooks on international marketing are of North American origin and there is a tendency for these books to focus on MNE's (multinational enterprises). In contrast, "International Marketing" has been written specifically to address the needs of students taking a one semester or modular course in international marketing. It contrasts the experiences and practices of SME's (small and medium sized enterprises) and MNE's throughout the text and includes a wide range of examples and case studies. Critical incidents are used throughout the book to illustrate various aspects of international marketing practice. References for further reading include web site addresses which should encourage students to use the Internet as a resource for their studies.


List of contributors.


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.


ISBN: 9780471897446
ISBN-10: 0471897442
Audience: General
Format: Paperback
Language: English
Number Of Pages: 336
Published: 8th June 2001
Country of Publication: GB
Dimensions (cm): 23.57 x 18.95  x 1.98
Weight (kg): 0.64
Edition Number: 1