University of Port Harcourt
In this paper, the authors examined the effect of market segmentation on global marketing. A conceptual overview was done to X-ray the concept of globalization and global marketing. This paper indicated that globalization is the development of increasingly integrated system and relations beyond the national borders. Thus, such system and relations are more than economic, they also include political, cultural, and technological. On the other hand, global marketing refers to marketing activities integrated across multiple country markets.