Global business and multicultural marketing of multinational companies

Petrovska, Natasa and Petrovska, Biljana and Obednikovska, Snezana (2019) Global business and multicultural marketing of multinational companies. Macedonian international journal of marketing, 5 (10). pp. 99-106. ISSN ISSN-1857-9787, 334.726:339.5 334.726:658.8

Full text not available from this repository.


Multicultural marketing is an essential business practice for brands seeking real relationship with the ever growing population of consumers. This population shows tremendous purchasing power. Connecting to diverse and integrated consumers has become a major goal for some of the largest consumer brands, some of which have even devoted entire sectors to initiating relevant talks within the multicultural market.
The era of globalization today has led to the expansion and integration of different economies. The integration of the economy exposes the business in the economy of universal cultural marketing mix. A key feature of the globalization process is the increased influence of multinational companies and the expansion of their operations in more countries.
Multinational companies represent the basis for the development of global business. This paper presents the ten largest companies in the world at market value (Apple,, Alphabet, Microsoft, Facebook, Alibaba, Berkshire Hathaway, Tencent Holdings, JPMorgan Chase, ExxonMobil) and the ten largest companies in the world by revenue (Walmart, State Grid Corporation of China, Sinopec Group, China National Petroleum Corporation, Toyota Motor, Volkswagen, Royal Dutch Shell, Berkshire Hathaway, Apple, ExxonMobil).
Keywords: globalization, global business, multicultural marketing, multinational companies, multicultural market.

Item Type: Article
Subjects: Scientific Fields (Frascati) > Agricultural Sciences > Veterinary science
Divisions: Faculty of Veterinary Medicine
Depositing User: Mr Aleksandar Lozanovski
Date Deposited: 18 Jun 2021 13:11
Last Modified: 18 Jun 2021 13:11

Actions (login required)

View Item View Item