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Publisher's Summary

El mundo se ha convertido en una comunidad internacional, se han perdido las fronteras geograficas; es un aldea global, un mercado global. El reto es desarrollar adecuadas y convenientes estrategias de acceso a mercados internacionales. El proposito es adquirir una ventaja competitiva para aprovechar las ventajas comerciales y controlar los riesgos politicos. El mercado global reconoce universos culturales y diferencias específicas de cada bloque economico, de cada comunidad, de cada país. El reto es pensar globalmente, actuar localmente y vender personalizadamente. El marketing internacional tiene como mision crear y entregar valor a los clientes que se encuentran en esa comunidad global. El cambio y la flexibilidad deben ser sus constantes apalancadas por la creatividad e innovacion.

The world has turned into an international community, the geographical borders have disappeared; it is one global town, a global market. The challenge is to develop appropriate and suitable strategies of access to international markets. The intention is to obtain a competitive benefit to take advantage of the commercial advantages and to control the political risks. The global market recognizes cultural realms and the specific differences of every economic block, of every community, of every country. The challenge is to think globally, to act locally, and to sell in a personalized way. The international style of marketing has as its mission the creation and delivery of value to the clients who are in this global community.

© and (P)2003 Editorial Fonolibros de Colombia

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