Beyond global marketing and the globalization of marketing activities

Abstract

The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing activities. Global marketing is a theoretical concept that in a managerial context is hardly applicable. Global marketing and the globalization of marketing activities have become a cliché among marketing scholars and marketing practitioners. Also introduced and discussed is the concept “glocal marketing” to fill the gap or vacuum between the theoretical concept of global marketing and the empirical phenomenon of the globalization of marketing activities applied both by marketing scholars and by marketing practitioners.

Citation

Svensson, G. (2002), "Beyond global marketing and the globalization of marketing activities", Management Decision, Vol. 40 No. 6, pp. 574-583. https://doi.org/10.1108/00251740210433963