Global Markets & Marketing

Corporate executives need to rethink their marketing policies to reflect the distinctly different environments of EMs.

Is the Internet just another marketing channel like direct mail or home shopping? Or will it revolutionize global marketing? Will large multinationals lose the advantages of size, while small start-ups leverage the technology and be-come big players internationally? The authors discuss the different opportunities and chal-lenges that the Internet offers to large and small companies worldwide. They examine the impact on global markets and new product development, the advantages of an intranet for large corporations, and the need for foreign government support and cooperation.