Moving the Market home - A dynamic shift in marketing trends

About the Author: I am, Simmonelle Noronha, Associate Professor, Don Bosco
college Dept. of Mass Media. I have acquired commercial acumen by managing
businesses across borders & amidst a broad range of functions.

Educational qualifications: MBA (Major in Marketing (CSR- corporate social

responsibility) at the UNIVERSITY OF NORTHAMPTON, UK. (MERIT)
KEY ACHIEVEMENTS: Interviewed by Chronicle News Paper about the Topic
“Development in the Town Centre” (UK)
Worked with British Red cross to counsel children with substance (drug) abuse.
(UK)
Trained for Ethical & Sustainable Environment in the construction Industry
(India, Rajkot)
Abstract: This paper aims at understanding the length and depths of recent marketing trends,
with significant attention towards Glocalization of markets. The infinite world of marketing
has witnessed many changes in the last decade. Companies today, have immense pressure to
survive as well as to increase profits and marketing strategies play a vital role in the growth
and stability of any business.
The author intends to explore the true nature of Glocalization and its advantages to an
organization/business. Do we need a Glocalized marketing plan? How significant is the
shift? What are the future trends?
This research aims to draw relative comparison between the top three multinational
companies to examine their recent marketing strategies. The objective of the paper is to
evaluate the growth rate of these companies after implementing the ‘Go Global Act local’
mantra.
Data Collection- The paper relies on evidences collected from primary sources as well as
secondary data in co-relation to industry information as well as corporate data, research from
books, journals, past articles and statistics of the public & private company will be used.
Online forms of secondary data with citation will be also be referred to.
The Methodology used is based on quantitative empirical facts collected and analysed as
primary source.

Key words: Glocalization, marketing, globalization, multinational, shift.