THE IMPORTANCE OF GLOBAL MARKETING

Branislav Djordjević, Zoran Čekerevac
2014 MEST Journal  
Consider the following proposition: We live in a global marketplace. McDonald's restaurants, Sony digital TVs, Lego toys, Swatch watches, Burberry trench coats, and Caterpillar earthmoving equipment are found practically everywhere on the planet. Global companies are fierce rivals in key markets. Now consider a second proposition: We live in a world in which markets are local. In China, for example, Yum Brands' new East Dawning fast-food chain competes with local restaurants such as New Asia
more » ... such as New Asia Snack. What to choose?
doi:10.12709/mest.02.02.01.12 fatcat:dafm6lxqgne7xkeuf6gf36i4ma