International Marketing: Consuming Globally, Thinking Locally
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.
* Examines the experiences and practices of SMEs throughout the text
* Provides an appreciation of the influence of culture on international marketing decisions
* Critical incidents are used throughout the book to illustrate various aspects of international marketing practice
* Includes a range of case studies drawn from different countries that discuss both business and consumer products
Supplementary materials for lecturers adopting International Marketing can be found on the web site.
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an overview of the world economy
the influence of culture in international marketing
The process of internationalization
10 other sections not shown
activities adaptation advertising Allied Domecq approach Austrade Australia bank behaviour buyer chapter co-operation communication competitive consumer contract cost countries create credit insurance cultural currency customer values delivering discussed distribution distributor domestic market e-commerce Europe European example exchange export markets factors foreign franchising franchisors global economy growth identified important INCOTERMS increase industry influence International Business international customer international marketing International Marketing Review internationalization Internet investment involved issues Japan joint venture Journal Klover language Lars logistics manufacturing market entry market research Melk ment million Movenpick Moy Park networks operating organization packaging payment potential problems product or service relationship retailers risk role sector skills Small Business smaller firm SMEs standardization strategy success Sweden Swedish target Tesco tion trade understanding University of Stirling Wal-Mart World Bank