Includes bibliographical references and index.

Contents: The Global marketing environment: Changes and new challenges -- The Global marketing environment -- Understanding global cultures and buyer behaviour -- Opportunity analysis and selection of markets -- Managing the process of globalization -- Market entry strategies -- Creating, developing and maintaining competitive advantage -- Product and brand management -- Global services marketing -- Management of global communications -- Managing supply chain and distribution -- Global pricing and terms of access -- Sales force management and negotiation -- Managing global marketing relationships -- Global marketing in the digital age -- Knowledge management in international operations -- Corporate social responsibility and ethics -- Organizing and controlling global marketing operations.