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International Marketing: Consuming Globally, Thinking Locally McAuley, Andrew (University of Stirling, Scotland)
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International Marketing: Consuming Globally, Thinking Locally
McAuley, Andrew (University of Stirling, Scotland)
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.
350 pages, references
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 8 de junio de 2001 |
| ISBN13 | 9780471897446 |
| Editores | John Wiley & Sons Inc |
| Páginas | 352 |
| Dimensiones | 192 × 237 × 20 mm · 644 g |
| Lengua | Inglés |
