Manifest Destiny, the American philosophy that led to the country's Gold Rush and rapid continental expansion of the mid-1800s never really ended-it turned global. In the spirit of the early pioneers, America's corporate pioneers of today seek to expand marketing efforts into uncharted markets around the world. Given that national markets made up of over a billion consumers are rare in the universe, all eyes are on China.

Beijing's Organizing Committee for the Olympic Games of 2008 recently unveiled the marketing plan for the Games to hundreds of international businesses hoping to reach Asian markets. The purpose of the Olympic Games Marketing Program is to help fund the costs of the Games and support the development of Olympic sports and athletes around the globe.

America's leading marketers are making huge investments into the 2008 Games in Beijing, snapping up the necessary sponsorship and licensing agreements to promote brands at Asia's largest sports event. Through their association with the Olympic Games, American companies hope to reach untouched populations and establish competitive brand dominance around the world.