Global marketing is defined as the process of adjusting the marketing strategies of your company to adapt to the conditions of other countries.  A global marketing strategy (GMS) is a strategy that encompasses countries from several different regions in the world and aims at coordinating a company’s marketing efforts in markets in these countries. Global marketing is the process of adjusting a company's marketing strategies to adapt to conditions in other countries. For many years, marketing managers just had to be concerned with learning the intricacies of marketing in a domestic environment. Today, the marketplace has expanded in a global nature. For companies to continue to grow successfully, marketing teams must eventually learn to tackle the global marketplace. Global marketing occurs when marketing managers use a global plan to effectively market their goods and services on an international basis. A GMS does not necessarily cover all countries but it should apply across several regions. Of course, global marketing is more than selling your product or service globally. It is the full process of planning, creating, positioning, and promoting your products in a global market.

There are many benefits of global marketing, when it is done right.

1.      It can improve the effectiveness of the firms product or service. This is because the more you grow, the more you learn, and the faster you learn, you become more effective at producing new product or service offerings.

2.      The firm is able to have a strong competitive advantage. It is easy enough for companies to be competing in the local market. But there are very few companies who can do so on the worldwide arena. Hence, if you can compete in the worldwide market and your competitors cannot, you have become a strong force in your industry!

3.      It can increase consumer awareness of the firms brand and product or service. Through the internet, consumers can keep track of your progress in the world.

4.      Global marketing can reduce costs and increase savings. In focusing on other markets, the firm can attain economies of scale and range by standardizing your processes – not to mention the savings that you get when you leverage the internet!