Description: This book covers important issues relating to International Marketing like building and managing of brands, advertising in the context of cultural differences, differences in market maturity, advertising regulations. Included are cases featuring well-known companies like, IKEA, Gucci, Prada, Dabur, Matsushita, Wal-Mart and Ambev. Now that businesses are global, new approaches to international marketing has to be developed and put to use to woo global customers.