Global Marketing Management - A Critical Study
In the process of devising global marketing programmers, corporate management requires informational basis, i.e. appropriate marketing studies covering specific issues and opportunities in global operations. Overviews of market conditions and relationships, global product market acceptance tests, regional performance maps, efficiency assessment of individual global marketing mix instruments etc. greatly facilitate devising appropriate global marketing programmers. The term 'globalization' has acquired considerable emotive force. Some view it as a beneficial process - a key to future world economic development - and also inevitable and irreversible.