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Zusatztext Die Mehrzahl der Lehrbücher zum Thema Internationales Marketing stammtaus den USA und konzentriert sich in der Regel auf multinationale Konzerne(MNEs - multinational enterprises). Im Gegensatz dazu wurde "InternationalMarketing" speziell auf die Bedürfnisse von Studenten zugeschnitten! dieeinen einsemestrigen Kurs in internationalem Marketing belegen. DiesesLehrbuch vergleicht die Erfahrung und Praktiken von kleinen und mittelständischenUnternehmen (SMEs - small and medium-sized enterprises) mit denen von multinationalenKonzernen (MNEs). Darüber hinaus enthält es eine breite Palette von Beispielmaterialund Fallstudien. Anhand von kritischen Zwischenfällen werden verschiedeneAspekte der internationalen Marketingpraxis anschaulich erläutert. Diebegleitende Website enthält eine Lektüreliste sowie Adressen für weiterführendeInformationen. Informationen zum Autor ANDREW MCAULEY is Senior Lecturer in Marketing at the University of Stirling Klappentext 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.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 productsSupplementary materials for lecturers adopting International Marketing can be found on the web site. Zusammenfassung 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. Inhaltsverzeichnis 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....
