"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...

This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines....