Abstract
Global marketing is crucial due to the growing interconnectedness of global markets, increased competition, and limited local market size. Businesses must expand their reach beyond their domestic borders to increase profitability. The complexities of global markets are essential as globalisation, digital technology, changing consumer behaviours, and new market dynamics transform the landscape. Multinational companies must understand key strategies to address emerging challenges and trends in reaching out across borders. This understanding is crucial for businesses to navigate the complexities of global marketing. This paper aims to provide insights for practitioners and researchers seeking to understand global marketing strategies, the challenges faced by marketers, and insights into future trends.
Published Version
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