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Synopsis

Fast track route to mastering all aspects of global marketing. Covers all the key techniques for successful global marketing, from creating global brands to building an international culture, and from selecting international executives to delivering innovation globally. Examples and lessons from some of the world's most successful businesses, including McDonalds, Unilever and Nokia, and ideas from the smartest thinkers, including Philip Kotler and Michael Czinkota. Includes a glossary of key concepts and a comprehensive resources guide.

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