THE IMPLICATIONS FOR A GLOBAL MARKETER IN THE NEW AGE WORLD
Keywords:
Globalization, International marketing trends, protectionism, cross-border, socio-economic changesAbstract
The growth and development being seen by world today in terms of cultural exchange, adaptation and organizational development are all the gifts of globalization. But increasingly the term is used negatively due to various factors. The main objective of this study is to highlight the current issues and the implications of global changes for a global marketer in today’s scenario. Taking a generalized view of globalization through extensive study of various related researches, the study looks into the mixed views on globalization, thus highlighting its pros and cons. Further the strategic aspects to understand globalization’s perspective for a new age CEO are studied. Later it narrows down to the main challenges for a global marketer and the changes in international market trends. The study highlights the challenges such as climate change, national protectionism, increasing poverty and unemployment for a global marketer. Further, Competition among various countries enforcing more protectionism policies in the attempt to defeat each other in economic aspects is another important repercussion from the current trends.
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