Skip to content
Home/ International Marketing: Consuming Globally, Thinking Locally
International Marketing: Consuming Globally, Thinking Locally

International Marketing: Consuming Globally, Thinking Locally

by McAuley, Andrew
No customer reviews yet ISBN 9780471897446

Die 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.

About the author

Product details

Pub dateMay 25, 2001
ISBN-100471897442
ISBN-139780471897446
LanguageEnglish
Last updated 2026-09-08 10:40
$84.56
In stock — ships in 24 hours with free tracking
Delivery by Monday, September 14, 2026
Qty
Sign in to Add to Saved list
Free delivery on orders over $35.
15-day returns. Any reason.
Secure checkout. We never store card details.

Readers who bought this also bought

More from Business & Economics | International | Marketing
See all
Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Mark
Greenberg, Eric
$26.08
International Marketing Strategy
Available
$47.08
International Marketing Strategy (Revised)
Available
$26.24
Relationships and Networks in International Markets
Wlater, A.
$194.51
Network Dynamics in International Marketing
This book aims to fulfil two objectives: to contribute to the state of knowledge in the broad area of relationship marketing and to provide readers with an insight into the antecedents and roots of the current "fashionable" interest in relationship marketing. The first part of this book presents ideas on our current understanding of networks, relationships, and interaction. The second part contains contributions which will be of interest to all those undertaking research in the area of business-to-business marketing. Part three, containing contributions with a strategic orientation, aims to give readers an indication of how broad the scope of the subject matter really is. The contributions represent some of the most current and interesting thinking and empirical research in the field, and have been chosen to reflect the way in which the theme of relationship marketing has matured and developed. They cover the three areas of interactions, networks, and relationships, but this book goes further by the way in which these topics are covered. The chapters include theoretical developments in the area, practical case studies, and also new methodologies that can be applied to the study of relationship marketing.
$194.51
Global Marketing Management (Revised)
Keegan, Warren
$369.89