"Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"--

Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- T he political, legal, and regulatory environments -- Approaching global...

Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based...