Th e text is divided into
six parts. Th e fi rst two chapters, Part 1, introduce the reader
to the environmental∕cultural approach to international
marketing and to three international marketing manage-
ment concepts: domestic market expansion, multidomestic
marketing, and global marketing. As companies restructure
for the global economic and competitive rigors of the 21st
century, so too must tomorrow’s managers. Th e successful
manager must be globally aware and have a frame of ref-
erence that goes beyond a country, or even a region, and
encompasses the world. What global awareness means and
how it is acquired is discussed early in the text; it is at the
foundation of global marketing.