Global Marketing Today

The world is shrinking rapidly with the advent of faster digital communication, transportation, and financial flows. Products developed in one country— McDonald’s hamburgers, Netflix video service, Samsung electronics, Zara fashions, Caterpillar construction equipment, German BMWs, Facebook social networking—have found enthusiastic acceptance in other countries. It would not be surprising to hear about a German businessman wearing an Italian suit meeting an English friend at a Japanese restaurant who later returns home to drink Russian ...

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