Papers on "Global Marketing" and similar term paper topics

Paper #099482 :: Global Marketing
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A discussion of the article "International Marketing As A Field Of Study: A Critical Assessment Of Earlier Development And A Look Forward" by T. Cavusgil, S. Deligonul and A. Yaprak.

Written in 2007; 721 words; 1 source; MLA; $ 25.95

Paper Summary:

The paper reviews the article by Cavusgil, Deligonul and Yaprak, "International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward". The paper discusses how the article assesses the field of international marketing from its development to current trends, utilizing Coca-Cola as a periodic example. The paper explains the concept of the global brand that is becoming popular today and is credited with generating massive revenues.

From the Paper:

"Researchers such as Cavusgil, Deligonul, and Yaprak, in their article, International Marketing As A Field Of Study: A Critical Assessment Of Earlier Development And A Look Forward, have noted that the global brand first owes its existence to the development of the global consumer (2005, p.3). This emergence of the global consumer who typically manifests buying power in far-flung markets, led to the systematic development of global branding and the emergence of global brands themselves. While the concept of the global brand was once the holy grail of every corporation and one in which only a few, Coca-Cola for example, have been successful at creating, the reality of global branding has been a difficult proposition. Although there are certainly a few strong examples of global brands that have developed a universal product format that scales across the globe, such as Coca Cola and McDonalds, for the most part, the global brand has proven elusive and entirely problematic as a business objective."

Tags: brands icons portability revenues Coca Cola Internet

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