International Marketing: Consuming Globally, Thinking Locally

Front Cover
Wiley, Jun 8, 2001 - Business & Economics - 356 pages
0 Reviews
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. Features: * 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.

From inside the book

What people are saying - Write a review

We haven't found any reviews in the usual places.


an overview of the world economy
the influence of culture in international marketing
The process of internationalization

10 other sections not shown

Common terms and phrases

About the author (2001)

ANDREW MCAULEY is Senior Lecturer in Marketing at the University of Stirling

Bibliographic information