International Marketing

Consuming Globally, Thinking Locally

International Marketing

International Marketing

Consuming Globally, Thinking Locally

ANDREW Mc All LEY

Department of Marketing, University of Stirling

JOHN WILEY & SONS, LTD

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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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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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For Andy and Rachel 'the time was not enough'

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