GLOBAL MARKETING IN A COMPETITIVE ENVIRONMENT: TRENDS AND CHALLENGES

Ladokun, Isaac Olujide

Department of Marketing

The Polytechnic, Ibadan

Email: ladokunolujide@yahoo.com

ABSTRACT

Global Marketing can be described as a common market place where people, no matter where they live desire standard product and life style. Globalization of marketing has become a part of life; hence no manager can afford to assume that his or her organization is isolated from all of these global activities. The trend and challenges of global marketing in this competitive environment are examined in this paper. The paper presents the various definitions by different authors and the general overview of globalization and global marketing. Some major trends in global marketing environment and the driving force behind global marketing are discussed. Thereafter, the paper looks through the impediments to global marketing. The paper then puts forward recommendations for Nigerian indigenous companies willing to be involved in global marketing. This paper can help Nigerian business firms intending to go abroad face the challenges changing the shape of world business in competitive environment.

Keywords: Globalization, Global marketing, International Marketing, International Trade, Ethics.