In today’s globalized business environment, organizations increasingly operate across national boundaries, making international marketing management a critical factor for sustainable growth and competitiveness. This study aims to critically examine international marketing management practices and their integration with business planning approaches. The research explores how companies adapt marketing strategies to diverse cultural, economic, and regulatory environments while aligning them with long-term business objectives. Special attention is given to market entry strategies, product adaptation, pricing policies, distribution networks, and promotional practices in international markets.