It is not necessary to be an expert on every country in the world to manage a global marketing program. Obviously, in-depth market and country knowledge must be applied to the country marketing effort by members of the business team,but team members may be local agents, representatives, or employees. The critical skill of the global marketers is working with his or her team. The purpose of this section is to give you a better understanding of world market characteristics so you can work effectively with the marketing team in serving customers in the different countries of the world.
This section which is organized around world regions, presents a broad overview of the markets of the world. The first half of the section outlines economic cooperation and preferential trade arrangements. The second half describes the characteristics of the major regional markets of the world and concludes with an in-depth study of one country market.