global marketing

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A commitment to addressing the world market as a whole with techniques in which promotional activities are fully integrated and indivisible, rather than an aggregate of different countries or internal divisions. Global marketing particularly suits those companies who have committed resources to the global market and whose position requires a global approach in many areas of marketing and communications: examples are management of a global brand, a global product or service, corporate reputation management, investor communications, the company's global website, corporate social responsibility, environmental and ethical marketing, global client management, and information systems.

Subjects: Marketing.

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