advertising conducted in foreign markets. lnternational advertising traditionally has required different strategies than domestic advertising, because of the differences in culture, economic systems, government regulations, and consumer needs. However, in the 1980s the increase in the number of multinational corporations has brought about the idea of the world as a common marketplace, where people desire the same lifestyles and products, and, consequently, the same product is often advertised (and marketed) the same way in every country, regardless of economics, culture, politics, or media and language differences.
Because of the many countries in which products (particularly, American products) are now marketed, the term global marketing has begun to be associated with international advertising. Global marketing is a misnomer, however, since it literally implies the marketing of a product around the globe (worldwide). The actual reality of global marketing is not here, yet.
