Global marketing is a new basic strategy which stands at the centre of intensive discussion within the context of international marketing[1, 2,3]. Experiences in globalising business activities show that the success of global marketing depends on how effective its organisational incorporation is[4, 5]. It is usually insufficient if a globalising philosophy is anchored only in the minds of the employees without organisational support. Global marketing rather needs to be flanked by organisational measures in order to develop and secure the sought-after positive effects in the long run, on the one hand and, on the other, to cushion and moderate the negative effects which cannot be neglected and, if possible, to eliminate them permanently.
In this article a comprehensive concept of global marketing is developed. Global marketing philosophy to date is outlined. It is shown that global marketing is far more than merely standardising communication activities. On the one hand, the globalising philosophy has an influence on the marketing mix as a whole and, on the other, global marketing can also be executed as far as internal processes are concerned. To realise these standardisation activities, special organisational forms are needed for the implementation of global
marketing. Various organisational possibilities for the incorporation
of global marketing are described.
