The special issue will address the challenges that marketers face with the continuing trends towards speed and harmonisation of markets, technology push, credit availability and supposed homogenisation of consumer demand. In the field that we know as international marketing, the contrasting styles of adaptation and standardisation with their respective benefits and disadvantages have been mooted for years, culminating in the advice: "Go glocal", thereby coining a hybrid word to attempt to capture a concept that seeks to harness opposing forces.
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机译：本期特刊将解决市场营销商面临的挑战，这些挑战包括市场速度和协调，技术推动，信贷可用性以及消费者需求均一化的持续趋势。在我们称为国际市场营销的领域，适应和标准化的对比风格及其各自的优缺点已被讨论了多年，最终形成了“ Go glocal”的建议，从而创造了一个混合词来试图捕捉一个概念试图利用对立的力量。
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