Global Marketing

Global Marketing, 9th Edition, is a textbook designed to strengthen students' understanding of international marketing. The text guides readers through the core managerial decisions involved in expanding into global commercial markets.

Organized around five central management decisions, the volume covers whether to internationalize, which markets to select, and how to enter them. It also examines how firms design, implement, and coordinate an international marketing programme.

The text supports students in selecting, analyzing, evaluating, and implementing conceptual frameworks to make effective decisions across diverse global markets.