The two trends that have influenced global marketing over the past decade have been formal economic integration and free trade between nations.
Global marketing can be defined as a management strategy for organizations that also market their products and services in foreign countries.
Globalization has enabled formal economic integration and free trade between nations, and has created the possibility for companies to increase their profitability and market share.
As an example, we can mention the fast-food chain Mc Donalds, which has a presence almost all over the world, but which adapts its burgers according to local habits.
Therefore, a global company must adopt global marketing, that is, adapt to local customs, culture and preferences for the business to be successful.
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