Marketing in a Global Economy

Jessica Shrewsbury

BUS620 Managerial Marketing

Dr. Little

August 25, 2014

Marketing in a Global Economy

Traditionally, the marketplace was close to the consumer; today, the marketplace is both local and global. Likewise, the traditional marketplace (i.e. B2B or B2C) used to be controlled by established businesses, both large and small. These days, your next taxi ride, vacation stay, or car rental could be facilitated by an individual such as yourself (i.e. peer-to-peer or P2P) (Sacks, 2011). This new economy - coined the shared economy - has grown increasingly popular in recent years, partly due to increasingly sophisticated technology, but at what cost? What effects, if any, has our traditional company felt since the creation of this shared...