The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.



Globalisation is the process of extending an organisation's activities worldwide, ignoring national boundaries when segmenting markets, sourcing raw materials and components, and carrying out marketing activities.

International trade goes back a long way. In about 4000 bc a stone axe factory was established in the Langdale Pikes, in the English Lake District. This factory was so successful that axes from it have been found as far away as the South of France – evidence that international trade occurred even before there were true nation-states. Globalisation is the natural extension of international trade.

Globalisation of business has been a hot topic in recent years, with debates and demonstrations about the morality of domination of markets by giant corporations. It has been an important issue in world politics, ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles