The economic, political, and social changes that have occurred over the last decade have dramtically altered the landscape of global business. Consider the present and future impact of the following:
- The ever-present threat of global terrourism as represented by the September 11, 2001, attacks
- Major armed conflicts in sub-Saharan Africa and the Middle East
- The looming global recession
- The emerging markets in eastern Europe, Asia, and Latin America, where more than 75 percent of the
growth in world trade over the next 20 years is expected to occur
- The reunification of Hong Kong, Macau, and China, which finally puts all of Asia under the control of
Asians for the first time in over a century
- The European Monetary Union and the successful switch from local-country currencies to one monetary
unit for Europe, the eurro
- The rapid move away from traditional distribution structures in Japan, Europe, and many emerging
markets
- The growth of middle-income households the world over
- The continued strengthening and creation of regional market groups such as the European Union (EU),
the North American Free Trade Area (NAFTA), the Central American Free Trade Area (CAFTA), ASEAN
Free Trade Area (AFTA), the Southern Cone Free Trade Area (Mercosur), and the Asian-Pacific
Economic Cooperation (APEC)
- The successful completion of the Uruguay Round of the General Agreement on Tariffs and Trade
(GATT) and the creation of the World Trade Organization (WTO), the latter now including China and
Taiwan
- The restructuring, reoganizing, and refocusing of companies in telecommunications, entertainment,
and biotechnology, as well as in traditional smokestack indutries around the world
- The continuing integration of the Internet and cell phones into all aspects of companies' operations and
consumer's live.
Part One An Overview
Part Two The Cultural Environment of Global Markets
Part Three Assessing Global Market Opportunities
Part Four Developing Global Marketing Strategies
Part Five Implementing Global Marketing Strategies
Part Six Supplementary Material