Global Marketing

Global Marketing, 8th Edition, is a textbook structured around the main decisions marketing professionals face throughout the internationalization process. The text explores how commercial organizations evaluate cross-border opportunities, develop international competitiveness, and direct marketing operations across diverse regions.

Core subject areas include global marketing research, market selection, and entry strategies such as export, intermediate, and hierarchical modes. The volume also examines the development of marketing programmes spanning product, pricing, distribution, and promotional communication policies.

Intended to help students connect academic theory to practical application, the volume includes case studies that examine real-world business scenarios. These materials support readers in analyzing international strategic challenges across diverse commercial settings.