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International Marketing - Consuming Globally, Thinking Locally

Language EnglishEnglish
Book Paperback
Book International Marketing - Consuming Globally, Thinking Locally Andrew McAuley
Libristo code: 04894513
Publishers John Wiley & Sons Inc, April 2001
"International Marketing: Consuming Globally, Thinking Locally" has been written for students taking... Full description
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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.

About the book

Full name International Marketing - Consuming Globally, Thinking Locally
Author Andrew McAuley
Language English
Binding Book - Paperback
Date of issue 2001
Number of pages 356
EAN 9780471897446
ISBN 0471897442
Libristo code 04894513
Publishers John Wiley & Sons Inc
Weight 620
Dimensions 191 x 233 x 19

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Advertising
Economics, Finance, Business & Management > Economics > International economics
Economics, Finance, Business & Management > Business & Management > International business
Economics, Finance, Business & Management > Business & Management > Ownership & organization of enterprises
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