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[This text offers an] examination of some of the critical issues faced by both practitioners and academics concerned with global marketing. [It] takes a ... look at questions such as the impact of rationalization, pressures to integrate and/or fragment strategy, managing global …
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational pres…