International Marketing

Consuming Globally, Thinking Locally

International Marketing

International Marketing

Consuming Globally, Thinking Locally


Department of Marketing, University of Stirling


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Copyright © 2001 by John Wiley & Sons, Ltd Baffins I.ane, Chichester, West Sussex, POÍ9 1UD, England National 01243 779777 International (+44) 1243 779777

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All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electx'onic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London WTP 9HE, UK, without the permission in writing of the Publisher.

Andrew McAuley has asserted his right under the Copyright, Designs and Patents Act, 1988, to be identified as the author of this work.

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Library of Congress Cahiloging-in-Publication Data

McAuleyv Andrew.

International marketing : consuming globally, thinking locally / Andrew McAuley. p. cm.

Includes bibliographical references and index. ISBN 0-471-89744-2

11. Export marketing. 2. International economic relations. 3. Globalization. I. Title. HF1416 M345 2001

658.8'48-dc21 00-54571

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library ISBN 0 471 89744 2

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This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production.

For Andy and Rachel 'the time was not enough'

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