This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and posi

The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them curr

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strateg

The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many compani

Designing strategies for global competition; Global marketing programs; Organizing and controlling global marketing operations; Special issues in global marketi