Competing in the next millennium: challenges facing international marketers

Asserts that as markets become increasingly integrated and interlinked, management needs to chart direction for future growth relative to world markets as a whole, rather than on a country-by-country basis. Identifies five areas of particular relevance to the marketing manager seeking to meet the challenges of global markets in the twenty;first century. These are: looking beyond marketing strategy; looking beyond countries as strategic planning units; effective transfer capabilities and experience; establishing a global branding policy; and dealing with shifts in power relationships in distribution channels.