The globalization of markets / Global strategy ... in a world of nations? / Managing in a borderless world / Ingvar Kamprad and IKEA / Grupo Televisa S.A. de C.V. / Mary Kay Cosmetics : Asian market entry / Can you standardize multinational marketing? / Customizing global marketing / How multinationals can counter gray market imports / Can sales promotion go global? / Hoover : multinational product planning / Henkel Group : umbrella branding and globalization decisions / Milkpak Limited-- international joint venture / Fisher-Price Benelux / Kentucky Fried Chicken (Japan) Ltd. / The new country managers / Organizing for worldwide effectiveness : the transnational solution ; What is a global manager? / Nestlé S.A. : international marketing / Procter & Gamble Europe : Vizir Launch / Becton-Dickinson : worldwide blood collection team / Citibank : marketing to multinational customers / After the wall : marketing guidelines for Eastern Europe / Pharmaceutical marketing practices in the Third World / Opinion : should multinationals invest in Africa? / The Body Shop International / Harlequin romances-- Poland / Weissberg Gmbh / Ciba-Geigy Pharmaceuticals : Pharma International