This book on the subject of International Marketing noted the urge to go global, falling trade
barriers in advanced and evolving countries, which are paving the way for more companies
to find attractive prospects for worldwide expansion. The lure for international marketing is
further stimulated by the growing demand for products and services across national borders,
attaining a higher degree of economic self-reliance, recognition of more beneficial terms of
trade, and the universality of likeness in human desires.
The aforementioned book helps in successful understanding of the nitty gritty of an
international trade, global environment for exports, market research and mode and market
entry strategies, especially about export markets.