Show Summary Details
Overview
glocal market
Quick Reference
A fusion of global and local marketing programmes and activities. This approach, designed to achieve the best of both worlds, prevents the global marketing from becoming too detached from local realities, and ensures consistency and relevance in local marketing. Typically a company attempting such a fusion must be able to identify those marketing programmes that are better handled globally from those that benefit from local marketing management and control.
From: glocal market in A Dictionary of Marketing »
