Contributors include Rawi Abdelal, David J. Arnold, David Bell, Ernst R. Berndt, Pankaj Ghemawat, Stephen A. Greyser, Morten T. Hansen, Douglas B. Holt, Rajiv Lal, Daniel Litvin, Yu Liu, Arthur McCaffrey, Nitin Nohria, John A. Quelch, Ananth Raman, V. Kasturi Rangan, Walter Salmon, Nick Scheele, Hans-Willi Schroiff, Alvin J. Silk, Martin Sorrell, Hirotaka Takeuchi, Earl L. Taylor, Richard S. Tedlow, Luc Wathieu, Noel Watson, and Gerald Zaltman

Praise for The Global Market

"The papers in this book capture some of the latest creative thinking on how to tackle the design and implementation of global marketing strategies."
--Raoul Pinnell, vice president, global brands and communications, Shell International

"A thoughtful examination of some of the critical issues faced by both practitioners and academics concerned with global marketing. The papers take a fresh look at questions such as the impact of regionalization, pressures to integrate and/or fragment strategy, managing global firms, and marketing in poor countries."
--Stephen J. Kobrin, W illiam Wurster Professor of Multinational Management the Wharton School, University of Pennsylvania

"The challenges affecting global marketers today are more complex and more important than ever. This book provides intelligent guidance on all the major issues."
--L. J. Kim, vice president, international marketing and sales development, Yahoo! Inc.

"Two key challenges facing marketers are how to balance globalization and localization, and how to balance corporate branding versus product branding around the world. This book provides intelligent guidance on both."
--Anil Menon, vice president, corporate brand strategy and worldwide market intelligence, IBM