Book Description

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 products

Book Description

Strategic and practical information on government, national security, army, foreign and domestic politics, conflicts, relations with the US, international activity, economy, technology, mineral resources, culture, traditions, govt ... Read more

Book Description

International Marketing Research is widely regarded as the definitive textbook in its field. In this second edition, Craig and Douglas discuss recent developments in the scope and extent of international marketing research. They also examine advances in both quantitative and qualitative research techniques. Greater attention is paid to issues such as decentering of the research design, scale development, measurement equivalence and reliability, and multi-country data analysis. The explosive rate of growth in communications technology and the impact of the Internet on research in the international environment are also considered. Craig and Douglas conclude with a discussion of how further progress can be made in international marketing research.

‘… the authors have written a book that truly emphasizes the international aspect of marketing research … Their book is both different and appealing to academics and practitioners alike. Paul Green The Wharton School, University of Pennsylvania

‘The second, long-awaited edition of this seminal text is extremely well researched and provides excellent coverage of virtually every aspect of international marketing research. Definitely a must read. Adamantios Diamantopoulos The Business School, Loughborough University

‘The globalization of brands over the past few years has meant that the management of international research projects has become increasingly more important and complicated. This book covers many complex issues in a systematic way and will provide useful and practical information to both marketeers and researchers. Michel Olszewski Executive Director, Research International, London ... Read more

Reviews (2)

Dated and disappointing
This book promises to teach you how to "Globalize your business with digital and online technology".Unfortunately the book was first published in 1998, so the information is at least four years old. Furthermore, the author is much too pedantic for my tastes. (He begins chapter 1 : "In the eigth century B.C., when Homer wrote the The Odyssey ...).

If you are interested in expanding to international markets via the Internet, this book is unlikely to help.

More global marketing than "digital marketing"
I was looking for a book that would help me understand what I needed to both consider and execute in order to sell internationally on the internet.

The book helps somewhat with what to consider - having some good rankings of countries and their relative abilities to accept/use the internet and internet based purchasing.However, the book doesn't really tell me how to sell; fulfill orders, manage exports/imports at the nitty-gritty level that I need.

I know there are many anecdotal accounts of the buying habits of individuals in different countries that might help me avoid some pitfalls in marketing to them.I found very few of those in this text.

The text is at a very high level.It provides a framework for thinking about marketing globally. However, aside from the country rankings, I found the actual content to be somewhat superficial.

Another book that takes a more nuts and bolts approach is "How to build a Successful International Web Site" by ! Mark Bishop.However, that is at a very rudimentary level as well.Another text designed to help you sell on the internet is "Selling on the Internet" by Gonyea and Gonyea.This has a helpful "Storefront Planning Worksheet" that helps organize the development.

I still have not seen an overwhelmingly impressive book on the subject.Most texts just help you getfoot on the first rung of a ladder but you still have to climb the rest of the way yourself. ... Read more

Book Description

This is a practical, detailed guide to the rise of the globalcellular communications industry and to developing and running asuccessful communications business. It provides an expert account ofthe growth and development of markets in this rapidly growing andhighly profitably industry, and examines significant business andregulatory issues. 1

Looking at markets around the world, the bookprovides up-to-date market characteristics and includes: Detailed casestudies describing the introduction of competition to new markets; Alook at future trends in third generation systems, spectrum policy, andtariffing; A review of other mobile services such as paging and mobiledata; A detailed account of the development of the GSM standard;Analysis of the introduction of digital cellular in the US;Recommendations for cellular operators to enable continued growth.

The lessons it draws from the successes and failures whichaccompanied the introduction of competition into the mobile arena willbe valuable to professionals in fixed-network telecommunications ascompetition is introduced to their field. ... Read more

Book Description

This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply embedded in organizational culture.
... Read more

Book Description

International Marketing demystifies the language andeliminates the jargon associated with this complex subject.It providesthe reader with a thorough guide that is both accessible andunderstandable, explaining how to:

Identify information sources for international marketing

Develop sutiable approaches for entering new markets

Develop tactical plans for overseas markets using the elements of themarketing mixPacked with case studies and examples which show how successfulinternational marketing techniques have been implemented in practice,this book provides a thorough grounding in a difficult subject. ... Read more

Reviews (1)

A challenging and entertaining read
An excellent overview for all international marketers. Well worth a look ... Read more

Book Description

"Intended for executives in small- to medium-sized companies just beginning to contemplate an export program, this book tells when and how to export and takes the reader through documentation, product servicing, advertising, distribution agreements, patents, trademarks, political risks, and foreign trade shows. The book also offers solutions to such problems as getting paid in a timely fashion, hiring an export staff, marketing to different cultures, overcoming language difficulties, protecting patents and trademarks, and minimizing exposure to terrorism." Management Review ... Read more

Book Description

An affordable, easily scannable one-day training guide designed for use in instructor-led training courses. ... Read more

Book Description

Cross-National Consumer Psychographics provides data from several applications of the List of Values (LOV) coming from various parts of the globe, showing the implications of particular cultures upon consumerism. Through this unique book, you will discover how countries and consumer groups can be segmented and approached based on their social values to help you develop more effective marketing strategies for your products. ... Read more

Book Description

The CIM Handbook of Export Marketing is a substantial practical guide to the problems faced by those in the field of international marketing. Readers will welcome the very hands-on approach the author uses to emphasize the practical problems faced by exporting companies when they set up overseas.

In a concise, informative and practical style, this handbook urges export marketers to be pro-active seeking foreign markets for additional sales opportunities.

The book will assist the export marketer to travel, trade and market internationally with increased confidence and a broader perspective of the scope of his or her role. It will enable non-specialist senior executives to feel competent in discussions with colleagues and subordinates who have export responsibilities.

The 'CIM Handbook of Export Marketing' offers:
* logical and practical explanation of export market management stages
* case studies
* bullet point lists
* checklists at chapter ends

Endorsed by the CIM
Essential handbook for all involved in the field of international marketing
Full of case studies, bullet point lists and checklists ... Read more

Reviews (2)

Target market - author's comment
The text is aimed at practising international marketers, although also of benefit to students of more advanced or specialised international marketing programmes. The material is developed from years of line management and international marketing consultancy, including with many blue chip multinational corporations, across many global markets. Much of the material has been used, honed and customised, on many in-company team development programmes run by the author.

Hands on export marketing
The author clearly is a hands on international marketer, sharing his experience across many markets and aspects of international marketing. Whilst is is of good use for students of international marketing, particularly those of CIM and Institute of Export professional exams, I think it is particularly relevant for practisng marketers. ... Read more