GLOBALIZATION AND MARKETING: EXPLORING THEIR INTERDEPENDENCE

The impact of globalization, coupled with increased market competition, has compelled companies to explore new approaches to maintain their competitive edge. Today, most companies do not focus on whether to go global or not, but rather on where, when and how to penetrate new international markets. When working in different countries, companies must adjust to the conditions and select appropriate marketing strategies. Globalization and marketing are closely connected, as the expansion of global markets has created new opportunities and challenges for marketers. This review emphasizes globalization and marketing interdependence and highlights the importance of companies understanding this relationship to succeed in a constantly evolving global market.