There is limited empirical research on the internationalisation processes, strategies and operations of Asian multinational corporations (MNCs), particularly MNC's based in Malaysia. The emergence and development of an MNC from this developing country represents a significant addition to the...

Looks at the globalization of communications in New Zealand, in the compelling and e‐volutionary global marketplace. Explores the impact of environmental issues on marketing communications. Managers must reach out to and communicate with customers, consumers, and publics ‐‐ who impact...

1. Introduction to Communicating Globally: An Integrated Marketing Approach -- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond -- 3. The Global Marketplace -- 4. How Marketing Communication Works -- 5. Integrated Communication or Integrated Marketing Communication -- 6....