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This text explains how the culture and environment of different countries affect marketing strategy. It features a new organization that draws attention to the role of research and market segmentation in the global marketing process. This edition covers topics such as the Emerging Markets, the WTO and relationship marketing. It emphasizes emerging trends including Strategic International Alliances, Green Marketing, TQM and the Japanese Distribution System. Coverage of new and expanded market groups resulting from the North American Free Trade Agreement, European Economic Area, Enterprise for Americas Initiative, Commonwealth of Independent States, New Republics and Baltic States are also included. Case studies are also featured.