Includes bibliographical references and index.

Building an international brand -- Determining the need/possibility for expansion to a global market : what makes a global brand? -- Benefits and risks of expansion to a global scale -- Entering the global marketplace -- Cost effectiveness of entering the global market : risk vs. reward -- International vs. domestic marketing plans -- Understanding an international market -- Languages of an emerging market -- Determining a market strategy for new target markets -- The cultural facade : knowing a culture from the inside out -- Segmenting a global market -- Emerging markets : where to focus the brand -- Identifying product opportunities within emerging markets -- Government barricades : establishing a presence in a more restrictive government -- NAFTA-EFTA-WTO : their impact on a global marketing plan -- Identifying legal issuse : taxes and insurance -- Diversification -- Global altruism - marketing to least developed countries (LDCs) -- Determining trustworthy intelligence -- Market entry strategies -- Product distribution : exporting vs. building in a new market -- Adjusting the marketing mix -- Competitive marketing -- The Internet and its effects on the global market -- Currency exchanges -- Impact of a global economic recession -- Managing a brand across multiple markets -- Measuring the global marketing effort -- Global brand success stories -- Global marketing failures.

This series centers on the specific projects, tasks, and activities in which businesspeople currently engage. This volume focuses on the topic of global marketing.

Description based on print version record.