{"product_id":"international-marketing-isbn-9780471897446","title":"International Marketing","description":"\u003ci\u003eInternational Marketing: Consuming Globally, Thinking Locally\u003c\/i\u003e 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.\u003cbr\u003eDie Mehrzahl der Lehrbücher zum Thema Internationales Marketing stammt aus den USA und konzentriert sich in der Regel auf multinationale Konzerne (MNEs - multinational enterprises). Im Gegensatz dazu wurde \"International Marketing\" speziell auf die Bedürfnisse von Studenten zugeschnitten, die einen einsemestrigen Kurs in internationalem Marketing belegen. Dieses Lehrbuch vergleicht die Erfahrung und Praktiken von kleinen und mittelständischen Unternehmen (SMEs - small and medium-sized enterprises) mit denen von multinationalen Konzernen (MNEs). Darüber hinaus enthält es eine breite Palette von Beispielmaterial und Fallstudien. Anhand von kritischen Zwischenfällen werden verschiedene Aspekte der internationalen Marketingpraxis anschaulich erläutert. Die begleitende Website enthält eine Lektüreliste sowie Adressen für weiterführende Informationen.  Acknowledgements.\u003cbr\u003e \u003cbr\u003e List of contributors.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e Trading places: an overview of the world economy.\u003cbr\u003e \u003cbr\u003e Get a good guide-book: the influence of culture in international marketing.\u003cbr\u003e \u003cbr\u003e The process of internationalization.\u003cbr\u003e \u003cbr\u003e SMEs: key players in a global economy.\u003cbr\u003e \u003cbr\u003e Understanding customer values.\u003cbr\u003e \u003cbr\u003e Creating and communicating customer values.\u003cbr\u003e \u003cbr\u003e Delivering customer values.\u003cbr\u003e \u003cbr\u003e Export documentation, getting paid, organizing insurance and finding finance.\u003cbr\u003e \u003cbr\u003e Globalization, the Internet and the marketer.\u003cbr\u003e \u003cbr\u003e International growth through franchising.\u003cbr\u003e \u003cbr\u003e Appendix I: Case studies.\u003cbr\u003e \u003cbr\u003e Appendix II: Support for exporters.\u003cbr\u003e \u003cbr\u003e Appendix III: Examples of export documentation.\u003cbr\u003e \u003cbr\u003e Index. ANDREW MCAULEY is Senior Lecturer in Marketing at the University of Stirling  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.\u003cbr\u003e Features:\u003cbr\u003e * Examines the experiences and practices of SMEs throughout the text\u003cbr\u003e * Provides an appreciation of the influence of culture on international marketing decisions\u003cbr\u003e * Critical incidents are used throughout the book to illustrate various aspects of international marketing practice\u003cbr\u003e * Includes a range of case studies drawn from different countries that discuss both business and consumer products\u003cbr\u003e Supplementary materials for lecturers adopting International Marketing can be found on the web site.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989447622885,"sku":"NP9780471897446","price":56.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471897446.jpg?v=1761784137","url":"https:\/\/k12savings.com\/products\/international-marketing-isbn-9780471897446","provider":"K12savings","version":"1.0","type":"link"}