The Impact of Economic Globalization on the Evolution of Modern International Marketing Concepts

Abstract

This research paper provides a comprehensive academic analysis of the transformative impact exerted by economic globalization on the evolution of modern international marketing concepts during the mid-2020s. As the global economic landscape shifts toward hyper-connectivity and trade barriers continue to diminish through digital integration, traditional marketing frameworks that relied on static domestic strategies are undergoing a fundamental and radical metamorphosis. The study employs a rigorous systematic literature review and qualitative analysis of multinational corporate strategies to explore the transition from the mid-20th-century paradigm of rigid product standardization toward a contemporary "Glocal" approach. This modern framework emphasizes the necessity of balancing global operational scale with an intimate understanding of local cultural nuances and consumer behaviors. The findings of this research reveal that the acceleration of economic integration, bolstered by rapid technological advancements in artificial intelligence and big data analytics, has necessitated a paradigm shift from the conventional firm-centric 4Ps marketing mix—comprising Product, Price, Place, and Promotion—to the more dynamic and consumer-oriented 4Cs model, which prioritizes Consumer needs, Cost-efficiency, Convenience, and Communication. Furthermore, the paper highlights the critical emergence of corporate sustainability, ethical transparency, and AI-driven hyper-personalization as the new primary pillars of global brand equity. In conclusion, the study asserts that for multinational enterprises to sustain a competitive advantage in the 2026 global market, they must adopt agile strategic frameworks that integrate technological innovation with profound cultural intelligence.