The second edition of Mastering the Marketing Entry in the USA is now officially released — a necessary overhaul in a year when the U.S. market didn’t merely shift but rebuilt itself from the ground up. What once worked now feels provisional; what used to be predictable became anything but.

2025 forced a fundamental rewrite of the market-entry playbook. AI moved from being a marketing tool to becoming the operating system behind it. Regulation, once treated as a hurdle, turned into a source of competitive advantage. American consumer groups splintered into faster-moving, harder-to-define segments. E-commerce entered a tougher second act, loyalty became value-based rather than habitual, and product-market fit turned fluid, requiring ongoing adaptation rather than a single milestone. And at the center of digital visibility, AIO overtook SEO, reshaping how brands are discovered and understood in an AI-led environment.

This new edition addresses all of it — with updated frameworks, new analysis, and practical guidance for international companies navigating this redefined landscape.

It also introduces a new section dedicated to a question every entering company faces but rarely discusses openly: Where should we land? Your first U.S. city shapes everything from talent and regulation to customer access and long-term trajectory. The book now offers an overview of the country’s major hubs — Boston, New York, Austin, Miami, Atlanta, Chicago, Los Angeles, and San Francisco — and explains the strategic logic behind each.

In short, this edition reflects the new reality: entering the U.S. has never demanded more precision, or offered more opportunity for those who understand where the market is heading.