International Marketing: Consuming Globally, Thinking Locally - McAuley, Andrew (University of Stirling, Scotland) - Books - John Wiley & Sons Inc - 9780471897446 - May 25, 2001
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McAuley, Andrew (University of Stirling, Scotland)
International Marketing: Consuming Globally, Thinking Locally

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Examines key aspects of international marketing from the perspective of SMEs (small and medium sized enterprises), as well as MNCs (multinational companies). This book is useful for students taking a modular or one semester course in international marketing. The author includes examples that describe the experiences of both SMEs and MNCs.

350 pages, references

Media Books     Paperback Book   (Book with soft cover and glued back)
Released May 25, 2001
ISBN13 9780471897446
Publishers John Wiley & Sons Inc
Pages 352
Dimensions 192 × 237 × 20 mm   ·   644 g
Language English  

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