The Effects of Globalization on Marketing

Globalization is certainly a widely debated topicnowadays. To the large expansion of the concept contributedthe multitude of perspectives which can be addressed on thetopic. This paper focuses on the economic perspective onglobalization, looking to explain how the process ofglobalization has influenced the strategies related to themarketing mix, and also the design and the use of specific toolsof marketing research. Moreover, by analyzing a series ofpractical examples, the paper seeks to provide some answers tothe dilemma of internationalization versus globalization inmarketing activities