International Marketing: Consuming Globally, Thinking Locally

by Andrew McAuley

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.

Product Details

ISBN-13:	9780471897446
Publisher:	Wiley
Publication date:	06/08/2001
Pages:	352
Product dimensions:	7.54(w) x 9.33(h) x 0.77(d)

About the Author

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

Table of Contents

Acknowledgements.

List of contributors.

Introduction.

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.

Index.

Editorial Reviews

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)

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