International marketing

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.

Features:

-Examines the experiences and practices of SMEs throughout the text - Provides an appreciation of the influence of culture on international marketing decisions -Critical incidents are used throughout the book to illustrate various aspects of international marketing practice - Includes a range of case studies drawn from different countries that discuss both business and consumer products

Contents

• Acknowledgements
• List of Contributors
• Chapter 1 Introduction
• Chapter 2 Trading places : an overview of the world economy
• Chapter 3 Get a good guide-book : the influence of culture in international marketing
• Chapter 4 The process of internationalization
• Chapter 5 SME s : key players in a global economy
• Chapter 6 Understanding customer value
• Chapter 7 Creating and communicating customer values
• Chapter 8 Delivering customer values
• Chapter 9 Export documentation, getting paid, organizing insurance and finding finance
• Chapter 10 Globalization, the internet and the marketer
• Chapter 11 International growth trough franchising
• Appendix