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020			_a98125323512
082			_a658.848 _bMCA
100			_aMcauley, Andrew _919057
245			_aInternational Marketing _bConsuming Globally Thinking Locally _cMcauley, Andrew
260			_bWiley India Pvt Ltd. _aNew Delhi _c2006
300			_a337
505			_aAcknowledgements. 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.
520			_aInternational 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.
650			_aInternational Marketing, Export Marketing, International Economics Relations, Globalisation _919058
942			_2ddc _cBK
999			_c39220 _d39220