GLOBALISATION AND INTERNATIONAL MARKETING ARE CLOSELY RELATED TO EACH OTHER. IN VIEW OF INCREASING GLOBALISATION OF THE WORLD ECONOMY , GLOBAL MARKETING HAS BECOME A NECESSITY FOR THE SURVIVAL OF ALL ORGANISATION BIG OR SMALL. EVEN SMALL  BUSINESS ARE INCREASING THEIR CROSS-BORDER INVESTMENT. GLOBALISATION THEREFORE NEEDS TO BE DEFINED IN ITS REAL AND CORRECT  PERSPECTIVE  . ITS LARGELY DONE BY FRIEDMAN .
FROM THE ECONOMIC POINT OF VIEW  TWO MACRO FACTORS SEEMS TO UNDERLINE THE TREND TOWARDS GLOBALISATION.