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Globalization - The Art of Managing the Marketing of the World and Transforming Values. The monograph deals with the field of social marketing management. At the present stage, the company's external orientation focuses on targeting the interests of the target audience in light of market realities. A positioning map is a guide to the marketing activities of companies, which includes formulating a plan of action for the firm's leadership - in branding, competition, segmentation and customer communication policy. The monograph reflects the theoretical and practical aspects of market positioning in a global context. It relies on research methodologies such as: situational analysis, causal method, market monitoring - based on international experience.