The New Global Marketing

The New Global Marketing: Local Adaptation for Sustainability and Profit, 2nd Edition, is a textbook that explains how marketing managers evaluate foreign expansion potential and capitalize on international opportunities.

The volume explores analytical frameworks for assessing internal organizational capabilities and analyzing foreign market risks. It examines how firms balance product standardization with local responsiveness, while addressing bottom-of-the-pyramid markets and the triple bottom line of environmental sustainability, social fairness, and financial performance.

Featuring more than twenty contributed original case studies, the textbook is designed for upper-level business courses and M.B.A. programs serving students who have prior marketing education and exposure to international business.