{"product_id":"international-marketing-9780471897446","title":"International Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\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\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgements.\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.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402682802519,"sku":"9780471897446","price":48.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471897446.jpg?v=1730481221","url":"https:\/\/bookcurl.com\/products\/international-marketing-9780471897446","provider":"Book Curl","version":"1.0","type":"link"}