Implications of globalization on international marketing

IB Business Management: Implications of globalization on international marketing

Globalization can be defined as a process of growing integration and interdependence of the world’s economies, in terms of social, political, and economic convergence. One major contributing factor to globalization has been the growth of multinational companies, as they expand their presence across the world. This has undoubtedly contributed to the popularity and importance of international marketing.


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