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Written in response to the fact that markets have become truly global, this book helps students prepare for the 21st century and become effective managers overseeing global marketing activities in an increasingly competitive environment. It offers a fundamental paradigm shift in teaching global marketing. Rather than being bound by the traditional bilateral (international) view of competition and marketing, the authors emphasize the multilateral (global) nature of marketing. By offering this interdisciplinary perspective, readers gain an understanding of how the various functional areas interface with marketing. They also learn how to market product into all countries and markets, including the US, and appreciate the multisourcing aspects of the business environment This "Update" edition is published in reaction to the 1998 Asian financial crisis, and in anticipation of the common European currency, the euro, introduced on January 1st 1999. The issues surrounding these events are covered at length. For further information on this book, visit the website.