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International Markets

The focus of global marketers is shifting as a string of emerging markets compete for business press headlines. The maths is tempting: take a brand, scale up its sales to the population of India or China, let the spreadsheet do the rest. But global brands will only succeed in these markets if marketers understand their cultural nuances.
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Russian Roulette
Russia has a bad business reputation, but as its economy emerges it is a land of massive opportunity for marketers who can resolve its contradictions.

A Fragmented Market
An insider’s look at marketing in China, and what Western minds need to know to succeed there.

No More Them and Us
European markets face a stagnant future unless businesses learn to help and encourage immigrant workers
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