The concept and historical circumstances of global marketing

Abstract

　Many researchers say that global marketing is a worldwide standardized marketing or a uniform marketing. In contradistinction to global marketing, they say that international marketing is a local adapted marketing. Those are definitely misunderstanding. Global marketing is a modern form of international marketing. Global marketing is a marketing where enterprises regard their domestic market as one of world market, and they must simultaneously make a decision across national borders. Therefor, there is no big difference between global marketing and international marketing. Both of them treat a worldwide standardized marketing, a local adapted marketing, and a duplicated marketing which utilizes merits of both a standardized and a localized marketing. This treatise removes the mistaken stamp affixed to global marketing.