This textbook is divided in Three parts. Part I Introduces what it takes to do global marketing and how to assess whether a company is ready or not. Part II lays out the opportunities and threats in the foreign environment faced by the global marketer (economic development, political and regulatory obstacles and impact of cultural differences). Part III discusses how to do market research, the various modes of entry into foreign markets and it covers global segmentation and positioning. Part IV deals with the global localization of the various marketing tools (branding, pricing, e-commerce, advertising) @Preface
