Marie Gould introduces this volume with a focus on international marketing and its role in allowing organizations to gain entry into foreign markets. While practicing international marketing can increase growth and help an organization remain competitive, it is not necessarily a move that all companies should make. To determine whether or not such a decision is in an organization’s best interests, the business in question often conducts its own thorough market research. Gould notes that if an organization does choose to enter foreign markets and conduct global marketing, it should also be sure to consider social, economic, political, technological, and institutional factors. Not only do marketing plans help a business reach its global clientele, but they are instrumental when it comes to the marketing success of local demographics. Gould also offers three steps that can serve as a guideline for developing effective international advertising strategies.