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Global Marketing Management, 6th Edition by Kristiaan Helsen, Masaaki Kotabe

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imagesHAPTER OVERVIEW

  1. WHY GLOBAL MARKETING IS IMPERATIVE
  2. GLOBALIZATION OF MARKETS: CONVERGENCE AND DIVERGENCE
  3. EVOLUTION OF GLOBAL MARKETING
  4. APPENDIX: THEORIES OF INTERNATIONAL TRADE AND THE MULTINATIONAL ENTERPRISE

Marketing products and services around the world, transcending national and political boundaries, is a fascinating phenomenon. The phenomenon, however, is not entirely new. Products have been traded across borders throughout recorded civilization, extending back beyond the Silk Road that once connected East with West from Xian to Rome on land and the recently excavated sea trade route between the Roman Empire and India that existed 2,000 years ago. However, since the end of World War II, the world economy has experienced a spectacular growth rate never witnessed before in human history, largely led by large U.S. companies in the 1950s and 1960s, then by European and Japanese companies in the 1970s and 1980s, and most recently joined by new emerging market firms, such as Lenovo, Mittal Steel, and Cemex. In particular, recent competition from the so-called BRIC countries (Brazil, Russia, India, and China) has given the notion of global competition an extra touch of urgency and significance that you see almost daily in print media such as the Wall Street Journal, the Financial ...

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