Globalization

Globalization is simply simultaneously selling and marketing identical, or nearly identical goods around the world. 

With the liberalisation of markets around the globe, multinationals now have access to a consumer base that they wouldn't have ever dreamt of.

It's the companies that get the right systems, shared services and integration of Internet and telecommunications that will dominate.

Programmes:

Andrew Cosslett - competitive advantage through a global brand

Andrew Cosslett on creating systems to allow for scale

Philip Kotler on marketing in ChIndia