Marketing’s role and impact will grow while international market diversity will take new forms Marketing’s role has been shifting greatly from domestic to global marketing over the past three decades.
This trend will gain speed in the decades to come, positioning marketing as a catalyst for change in the business enterprise.
As more and more companies define internationalization as a business imperative rather than a choice, the marketing function will surely play a crucial role in transforming the organization.
This, of course, is an opportunity for marketing to have a seat at the corporate table