ABSTRACT
This paper focuses on the ability to think globally about consumer marketing programs and to implement global advertising strategies. Analysis of global consumer behavior focuses on the structural analysis of markets and cross-cultural analysis of lifestyles as well as the traditional areas of individual decision making. Advertising strategies require a global approach but not necessarily a global agency. Acquisitions and mergers that have resulted in global mega agencies have many problems. A more efficient approach may be a network of domestic agencies with informal structures for sharing market information, creative ideas, and production costs.
