ABSTRACT
In the global economy, markets are international; consequently the marketing manager of tomorrow must think in global or at least regional terms. Customers can switch suppliers at the click of a mouse; new technologies quickly render established firms obsolete; foreign competitors you never even knew existed ravage your national market share; and competition is mildly described as fierce. As globalization continues to foster closer social, economic and political ties, there is an increasing need for the new generation of marketing managers to think in an international and integrative perspective.
