International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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GLOBALISATION: A CHALLENGE FOR MARKETERS

    1 Author(s):  DIPIKA BANSAL

Vol -  5, Issue- 11 ,         Page(s) : 73 - 81  (2014 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Abstract Globalisation has become an unavoidable fact of life. It has extended all across the globe dissolving national boundaries bringing unprecedented changes in international business, in particular, for marketers. The purpose of this paper is to integrate and critically assess the current research on the challenges posed by globalisation for marketers. It explores the conceptual and operational issues involved and also identifies areas that need further research.

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