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Textbook

International Marketing: Consuming Globally, Thinking Locally

ISBN: 978-0-471-89744-6
356 pages
June 2001, ©2001
International Marketing: Consuming Globally, Thinking Locally (0471897442) cover image
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.
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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.
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ANDREW MCAULEY is Senior Lecturer in Marketing at the University of Stirling
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  • 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
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McAuley supplementary websiteContains PowerPoint slides, questions for discussion, guidance notes and case teaching notes.
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Instructors Resources
Wiley Instructor Companion Site
Companion Site
Lecturer support website containing PowerPoint slides, Questions for Discussion, and Additional References. www.wiley.co.uk/mcauley
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