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This text offers a shift to teaching global marketing. Not bound by the traditional bi-lateral (international) view of marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing and present it in a cross-functional approach to the business operation. By offering this interdisciplinary perspective, the book aims to provide the marketeer with a better understanding of how the various functional areas interface with marketing. "Global Marketing" examines and integrates other parts of the company's activities (including taking maximum advantage of global resources), such as: parts procurement, location of assembly, joint ventures, licensing agreements, subsidiary operations, and R&D. These activities exhibit multilateral realism and should be emphasized as such since they affect the firm's strategies on product, pricing, promotion, and distribution.