College students have shown an aversion to reading textbooks in recent years. As more information has become available on the internet, and students, like most people today, tend to read more from their smart phones and devices, textbooks have taken a back burner to online digital content. Additionally, many students have reported that there is too much unnecessary information contained in the textbooks they read, causing them to feel that they are spending, and wasting, too much time when reading textbooks.

Additionally, students in my classes appreciate real-world experiences. Students report that they often do not experience enough practical information in classes and courses that they take within their college curriculum. Therefore, writing a textbook that incorporates practical experience along with academic content seemed to be an endeavor that would provide value to the readers.

This textbook is therefore written with the above commentary in mind. It is the intention to present the essentials of international marketing. The additional learning that students gain comes from the research and classroom presentations and reports conducted by the students. This textbook therefore provides the framework for learning the subject matter of international marketing, and more enhanced learning is provided by participative student engagement. This textbook is accordingly written to be in alignment with this preferred teaching style that requires contributions by the students to enhance the learning obtained in the course.

This textbook has three target audiences. First, students taking courses in international marketing or global marketing can use this as a primary textbook. Second, students taking a course in principles of marketing where their professor intends to expand their knowledge due to the globalization of marketing functions in today’s world economy can use this as a supplemental textbook. Thirdly, practitioners of marketing who intend to expand their international knowledge, and perhaps engage in international marketing in the near or distant future, can use this as a foundational textbook.