Description: International Marketing : Consuming Globally, Thinking Locally, Paperback by McAuley, Andrew, ISBN 0471897442, ISBN-13 9780471897446, Brand New, Free shipping in the US 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, th 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 ()
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Book Title: International Marketing : Consuming Globally, Thinking Locally
Number of Pages: 352 Pages
Language: English
Publication Name: International Marketing : Consuming Globally, Thinking Locally
Publisher: Wiley & Sons, Incorporated, John
Item Height: 0.8 in
Subject: Political Economy, Exports & Imports, Globalization, Sales & Selling / General
Publication Year: 2001
Type: Textbook
Item Weight: 22 Oz
Subject Area: Political Science, Business & Economics
Item Length: 9.3 in
Author: Andrew Mcauley
Item Width: 7.5 in
Format: Trade Paperback
