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The Global Marketplace Considerations

In: Integrated Marketing Communications

Author

Listed:
  • Philip J. Kitchen

    (ICN-Artem Business School)

  • Marwa E. Tourky

    (Cranfield University)

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.

Suggested Citation

  • Philip J. Kitchen & Marwa E. Tourky, 2022. "The Global Marketplace Considerations," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 3, pages 31-48, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-76416-6_3
    DOI: 10.1007/978-3-030-76416-6_3
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