The Changing Nature of Global Marketing: A New Perspective

  • James Agarwal
  • Terry Wu


There have been significant changes in the global marketing landscape that is presenting contemporary threats and opportunities in markets, institutions, and technology for global marketers. Much of the mainstream research on global marketing has focused on the traditional marketing strategy combined with the traditional paradigms to analyze international markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. Given scant research attention on the emerging issues in global marketing for the twenty-first century, there is a critical need for a new research direction to shed new insights into emerging and cutting-edge issues in global marketing. This book examines emerging theories and frameworks of global marketing and discusses how global marketing strategies are evolving and being re-calibrated in a globalized and digital economy that is fast changing.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Haskayne Research Professor & Full Professor of Marketing at the Haskayne School of BusinessUniversity of CalgaryCalgaryCanada
  2. 2.Faculty of Business and Information TechnologyUniversity of Ontario Institute of TechnologyOshawaCanada

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