Global Marketing vs. Globally-Minded Marketing

Global marketing is the multinational process of planning and executing the creation, communication, delivery, and exchange of ideas, goods, and services that have value for customers, clients, partners, and society at large. Accordingly, global marketing is viewed as an issue that affects only companies that operate globally. This chapter argues that global marketing issues are important to all companies, regardless of whether they sell their goods abroad or remain serving a domestic market. We define globally-minded marketing as the adoption of a global mindset in the process of planning and executing a marketing strategy across multiple cultures and ethnic segments.