Book Details:
- Author: Andrew McAuley
- ISBN: 9780470848043
- Year Published: 2003
- Pages: 350
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
Contrasts the experiences and practices of SMEs (small and medium sized enterprises) and MNEs (multinational enterprises). * Includes a wide range of examples and case studies. * Critical incidents are used throughout the book to illustrate various aspects of international marketing practice. * References for further reading include Web site addresses, which will encourage readers to use the Internet as a resource for their studies.
About the Author
ANDREW MCAULEY is Senior Lecturer in Marketing at the University of Stirling