The Gale Business Insights Handbook of Global Marketing examines the questions "How can a business measure the cost effectiveness of expanding globally" "How do you build and manage an international brand?" and "How can I identify new product opportunities in emerging markets?" Entries examine such topics as: The 4 P's (Product, Price, Placement, Promotion) and how the mix differs when you're going global; research strategies for finding actionable intelligence; understanding "other" business environments; segmenting markets on a global scale; the merits and drawbacks to standardization; and more.