TY  - BOOK
AU  - Durand,Aurelia
TI  - Marketing and Globalization
SN  - 9781138202344
U1  - 658.84 
PY  - 2019///
CY  - New York
PB  - Routledge
KW  - Marketing
KW  - Technological innovations
KW  - Internet marketing
KW  - Globalization
KW  - Economic aspects
N1  - Includes index; Includes bibliography (pages 540-547); Globalization; 2; Introduction : what Does Globalization Mean for Marketers?; 4; Definitions; 4; An Increase in Sale; 9; Historical Perspective; 10; In the Business World (Levitt); 11; Drivers; 12; Politics and Integration; 14; Technology and Governance; 20; Issues at Stake and Examples; 21; Scope and Measurement; 26; Corporate Examples New Balance and Nike: Tata Motors: Nokia and Ericsson  Amazon Apple Google and Facebook; 30; Ambivalence of Outcomes; Conclusion: For Marketers, globalization means an Increase in the scale of activities supported by convergence and integration. it forces them to understand changing degrees of distance between marketers and find new ways to differentiate  from rising competition; references
ER  -