<p> Formal research, flexible marketing mix, regular monitoring and local initiative are required to make global marketing programme successful. It is tempting to pursue global marketing. A company has a blockbuster brand in its domestic market and it feels it can sell the brand in the global market too. The company should carry out a formal research in the markets that it wants to enter. In deciding to go abroad, a company needs to define its international marketing objectives and policies. The company must determine whether to market in a few countries or many countries. It must decide which countries to consider. In general, the candidate countries should be rated on three criteria: market attractiveness, risk and competitive advantage. Once a company decides on a particular country, it must determine the best mode of entry. Its broad choices are indirect exporting, direct exporting, licensing, joint ventures, direct investment and using a global web strategy. Each succeeding strategy involves more commitment, risk, control, and profit potential. In deciding on the marketing programme, a company must decide how much to adapt its marketing programme-product, communication, distribution, and price-to local conditions. Depending on the level of international involvement, companies manage their international marketing activity in three ways; through export departments, international divisions, or global organizations</p>