Global Marketing Management

Communications is the bane of expansion efforts by most companies. Often companies forget
that folks in other countries speak a different language, have a different culture and often have
issues with foreign-owned and foreign-directed management. Communications issues are
anything that is involved with getting the message out about a company or product � public
relations, advertising, marketing, product positioning � written, visual or spoken words.
Surprisingly enough, English is "foreign" to many who speak English!