Marketing in rising economies - [management marketing]

Has the economic downturn that followed the financial crisis caused a rethink of corporate success? Has the bias shifted from quarterly results to the way a company conducts its business, how it works, makes decisions, treats others, and communicates? The article presents how globalisation, internet and rise of new markets are affecting overseas business development. Marketing strategies need to adapt to these cultural changes, say the authors of ´international communications strategy´.