Global Marketing Article Review

Paper Summary:

This article discusses and reviews an article by Cavusgil, Deligonul and Yaprak, "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward', that assesses the field of international or global marketing from its earliest development to the current prevalent trends. The discussion of this article is extended into the concept of the global brand and how to develop it in the context of new and emerging media and new and emerging markets.

From the Paper:

"These authors examine the field of global marketing as a legitimate area of both academic and business research within the context of the global economy itself. They examine first the concept of the global consumer followed by the development of global brands and globally oriented marketing operations. Secondary Issues: Of secondary importance to these authors and within the context of this review are issues related to methodology vis-?-vis actual market research techniques."

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