The Role of Global Media in the Global Marketing Mix
Promoting universal brand awareness and support for local marketing initiatives
Penny Scott Time International
Global marketing has evolved from a centrally mandated message handed down to the regions where it often has little resonance to a highly decentralized local message that varies widely around the world. Today, many companies are following a third option a combination of both strategies. Global media are an important element of this mix, a platform for promoting the brand on a global basis and valuable support for local marketing activities.