"Global Marketing" (textbook)

Global marketing involves developing and implementing marketing strategies that operate across multiple countries to promote products or services worldwide. It requires understanding diverse cultural, economic, legal, and linguistic differences to effectively reach and engage international audiences. Companies adapt their messaging, branding, and offerings to fit local preferences while maintaining a cohesive global identity. The goal is to expand market presence, increase sales, and build brand recognition on a worldwide scale through coordinated efforts that respect regional distinctions. Overall, global marketing balances standardization and localization to succeed in diverse international markets.