The greatest meliorator of the world is selfish, huckstering Trade. i
—Ralph Waldo Emerson, American essayist, lecturer, and poet
To know the many benefits of global marketing, one must first determine exactly what marketing is. Marketing, according to the America Marketing Association, “is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”ii or “the whole commercial process that creates (through ...
