The Global Marketplace Considerations

Philip J. Kitchen and Marwa E. Tourky
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Philip J. Kitchen: ICN-Artem Business School
Marwa E. Tourky: Cranfield University

Chapter 3 in Integrated Marketing Communications, 2022, pp 31-48 from Springer

Abstract: Abstract The global marketplace influences so many other marketing decisions, whether or not a business wishes to engage in such a marketplace or not. We define what we mean by the global marketplace and its dynamic driving forces. The requirements for a business to compete are envisioned and operationalized. In this fierce highly competitive and furnace-like domain, marketing and marketing communications are inevitably proscribed—as indeed has been witnessed with the 2008 global financial crisis and the 2020–2021 global pandemic. These appear to be temporary in nature, but perhaps point to serious structural deficiencies in such a marketplace, which is not (so far) apparently configured for all customers and consumers, or indeed the world’s widely disparate production arrangements.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76416-6_3

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DOI: 10.1007/978-3-030-76416-6_3

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