Marketing to global consumers

In this assignment I will try to critically analyse the validity of the statement provided, with specific reference to the hospitality industry. Swarebrooke and Horner (1999). “ The emergence of the global consumer or Euro consumer can be attributed to the marketing activities of large multi-national organisations, rather than changes in the consumer behaviour”. During this analysis I will concentrate on the following issues; The definitions of the terms Global and Euro consumer. The c...