The Levitt's Concept of Global Marketing is still one of the most controversal. There in the marketing literature. Even now after ten years of it's creation it has been causing a polemical debate which the only point of consensus is that the pure globalization form has not been showned practical. This article discuss the validity of Global Marketing Concept. In order to do so the author uses the critical literature on the subject as well as Jain´s, Porter and Takeuschi's works which tired and practical approach.
Global marketing; market-segmentation; marketing mix; standardization