内容简介：
Today's rapidly expanding global business environment, fueled by the exponential advancements in information communications technologies, has created a need for change in traditional marketing theory. The new technologies not only allow but compel businesses of all sizes to compete in the global marketplace. Consequently, the new questions of transnational, multi-cultural marketing utilizing advanced technologies, add entirely new facets to the basic marketing issues of product, price, promotion and distribution. The book begins by describing needed changes to the traditional core marketing issues in order to address the new transnational environment. It also describes the critical requirements of understanding the cultural core values of new markets, and incorporating the knowledge of these values in marketing strategies. A scenario is used to demonstrate the application of these enhanced marketing techniques. This scenario depicts, in story form, the development of a marketing strategy for the introduction of a business to business product into Mexico. Besides demonstrating the traditional issues of global marketing, the scenario also includes the elements of political economics and sociological culture that a transnational marketer must take into consideration when implementing a marketing strategy in a new country market. The techniques and resources described in the scenario can be applied to whichever new markets companies plan to enter.