International Marketing: Consuming Globally, Thinking Locally - Taschenbuch

EAN (ISBN-13): 9780471897446
ISBN (ISBN-10): 0471897442
Taschenbuch
Erscheinungsjahr: 2001
Herausgeber: John Wiley & Sons Inc
336 Seiten
Gewicht: 0,644 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 2007-05-06T19:12:28+02:00 (Berlin)
Detailseite zuletzt geändert am 2022-01-26T20:18:23+01:00 (Berlin)
ISBN/EAN: 0471897442

ISBN - alternative Schreibweisen:
0-471-89744-2, 978-0-471-89744-6
Alternative Schreibweisen und verwandte Suchbegriffe:
Autor des Buches: mcauley, auf der, verschiedene, von der way, und, andrew
Titel des Buches: global local, international marketing, business, thinking you

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Daten vom Verlag:

Autor/in: Andrew McAuley
Titel: International Marketing - Consuming Globally, Thinking Locally
Verlag: John Wiley & Sons
337 Seiten
Erscheinungsjahr: 2001-04-18
Gewicht: 0,640 kg
Sprache: Englisch
61,90 € (DE)
No longer receiving updates
189mm x 235mm x 19mm

BC; Paperback; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Marketing u. Vertrieb; Marketing & Sales; Business & Management; Wirtschaft u. Management; Internationales Marketing; Wirtschaft / Werbung, Marketing; Marketing u. Vertrieb

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.