An excerpt from an OUPblog article published on 26th July 2016, written by Charles Doyle, author of A Dictionary of Marketing.
'Marketing as a business function has swept the world. It is the fastest growing global business activity. It has infiltrated all aspects of life, not just the economic — but also the political, social, and personal.
During my 30 years of working in international marketing roles, I have witnessed this global rise, and consequently, my preferred approach is to be global with my marketing campaigns. In the digital, interconnected world this is, I believe, a necessity.
But in what sense global?'
Discover more: Read the rest of the article on the OUPblog.