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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.
ANDREW MCAULEY is Senior Lecturer in Marketing at the University of Stirling
John Wiley and Sons Ltd
Date of Publication
Business, Accounting & Vocational: Textbooks & Study Guides