Global Marketing, Eighth Edition, builds on the worldwide success of the previous editions of Principles of Global Marketing and Global Marketing. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment. The authors also provided a set of conceptual and analytical tools that prepared students to success-fully apply the four Ps to global marketing.our goal for all eight editions has been the same: to write a book that is authoritative in con-tent yet relaxed and assured in style and tone.