International marketing

Vern Terpstra, Ravi Sarathy

International competition makes international marketing one of the most critical skills for business survival. News of our neighbors in China, Somalia, Eastern Europe, Central Asia, and other formerly remote places constantly reminds us that we are, indeed, in a global village connected by electronic communiation and information. This global village also has become an international marketplace where products are available almost everywhere, and some brand names are common words in many languages.