?In the fast-paced world of global business, success is marked by the ability to stay on top of currents events, to recognize new trends, and?to react quickly to?change. This book offers?contributions by global marketing authorities to help you understand this rapidly changing international environment and respond to opportunities and perils.?Editors Michael R. Czinkota of Georgetown University and the University of Birmingham, and Ilkka Ronkainen, of Georgetown University, use their years of experience in policy, business, and academia to provide these readings noted for their currency, relevancy, and scholarly depth.