International Marketing: Global Consumerism, Regional Thinking

Author: Andrew McAfee
Publisher:
Publish Date: 2004-11-01
Features: This book is written for students who have previously studied one or a semester of international marketing. In the book, Andrew McAfee examines the core aspects of international marketing not only from the perspective of multinational companies but also from the perspective of small and medium-sized enterprises. He integrates numerous examples throughout the book to introduce the experiences of multinational companies and small and medium-sized enterprises. The examples and case studies provided in this book genuinely reflect the situations faced by marketers in international markets, such as market entry decisions, international expansion decisions, the use of strategic alliances, relationships with distributors, and various issues raised in cross-cultural negotiations. The book has the following features: examines the experiences and practices of small and medium-sized enterprises throughout; provides insights into the impact of culture on international marketing decisions; uses numerous key scenarios throughout to illustrate various aspects of international marketing practices; includes a series of case studies collected from different countries, discussing both business and consumer products.