Abstract
This chapter introduces global marketing. It cites the history of global marketing, including the issue of standardization-adaptation. The chapter then differentiates domestic marketing, international marketing, and global marketing. It notes the changes in the global market environment. The chapter highlights Asia as a significant site for the emergence of new economic powers and the global service economy. It discusses the changes in consumer demographics and the nature of competition. The advent of new technologies like the internet and mobile devices opened up business and marketing opportunities and allowed for the development of innovative products, services, and values for consumers. The chapter also includes the growing transparency of corporate practices.
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