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The digital marketing glossary > G > What is Global marketing definition?

What is Global marketing definition ?

Global marketing refers to the fact that a multinational has an undifferentiated marketing policy in all its targeted countries.

Within a global marketing logic, the same TV advertising campaign can be broadcasted in all the countries where the brand is present or a luxury brand can choose an international star as ambassador to be "used" everywhere.

A brand like Coca-Cola has been often regarded as a typical user of global marketing before using a more glocal marketing approach.

Global marketing allows for economies of scale, but it does not adapt to the local characteristics of each country.

Global marketing is normally opposed to local marketing but in practice many companies use the two practices through a glocal marketing logic.

Published on Sunday 31 May 2015 (Authors)