International Marketing Strategy

Abstract

The global marketplace today is more connected than ever. From digital trade to international supply chains, businesses of all sizes — including small Malaysian enterprises — now have the opportunity to reach customers around the world. However, succeeding internationally requires more than ambition; it demands strategic understanding, cultural awareness, and adaptability. This eBook, is designed to guide diploma level students in International Business Management through the essential principles of how companies compete and grow across borders. The content explores both the practical and theoretical aspects of marketing in international contexts, including product development, channel management, pricing, and promotion. Written in clear and simple language, this eBook is designed to help readers easily understand key international marketing concepts. Each section is presented with attractive visuals, real-world examples, and interactive elements to make learning more enjoyable and meaningful. Students will find not only essential theories, but also activities, quizzes, and infographics that encourage active learning and critical thinking. ✅ Infographics – visually explaining key concepts Activities and Mini Quizzes – for active participation Case Studies – featuring Malaysian and global examples Reflection Tasks – encouraging personal analysis By the end of this book, readers will be able to critically analyse international marketing strategies, evaluate how businesses adapt to global markets, and understand how to balance global efficiency with local responsiveness. — The Editorial Team Department of Commerce, Politeknik Melaka