The Effects of Globalization on Marketing

Abstract

Globalization is certainly a widely debated topic
nowadays. To the large expansion of the concept contributed
the multitude of perspectives which can be addressed on the
topic. This paper focuses on the economic perspective on
globalization, looking to explain how the process of
globalization has influenced the strategies related to the
marketing mix, and also the design and the use of specific tools
of marketing research. Moreover, by analyzing a series of
practical examples, the paper seeks to provide some answers to
the dilemma of internationalization versus globalization in
marketing activities.