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Abstract
Global marketing is a complex form of international marketing that engages an organization in marketing operations in many countries. Global marketing involves the marketing of goods and services outside the organization’s home country. Global marketing refers to marketing activities coordinated and integrated across multiple markets. International marketing requires a multi-faceted strategic approach. Continuous value creation and delivery should be the focus of strategies. Flexibility is as important as commitment. A hybrid approach that considers both country bases as well as buyer response bases is found to be more realistic.