簡介
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.
目錄
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.
