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International Marketing : Consuming Globally, Thinking Locally / Andrew McAuley

Main Author McAuley, Andrew Publication New York : Wiley, 2001 Description X, 337p. ISBN 0471897442 Abstract Índice: 1- Introduction; 2- Trading places: an overview of the world economy; 3- Get a good guide-book: the influence of culture in international marketing; 4- The process of internationalization; 5- SMEs: key players in a global economy; 6- Understanding customer values; 7- Creating and communicating customer values; 8- Delivering customer values; 9- Export documentation, getting paid, organizing insurance and finding finance; 10- Globalization, the internet and the marketer; 11- International growth through franchising Topical name marketing internacional
globalização CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [I] MCA 3165 Available 3165
Total holds: 0

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

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