The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.” Oxford University Press’ Glossary of Marketing Terms.
Here are three reasons for the shift from domestic to global marketing as given by the authors of the textbook, Global Marketing Management—3rd Edition by Masaaki Kotabe and Kristiaan Helsen, 2004.
Read more about Global Marketing: Worldwide Competition, Evolution To Global Marketing, Global Marketing Specialization, Elements of The Global Marketing
Famous quotes containing the word global:
“However global I strove to become in my thinking over the past twenty years, my sons kept me rooted to an utterly pedestrian view, intimately involved with the most inspiring and fractious passages in human development. However unconsciously by now, motherhood informs every thought I have, influencing everything I do. More than any other part of my life, being a mother taught me what it means to be human.”
—Mary Kay Blakely (20th century)