Marketing global: a influência do merchandising da empresa Coca-Cola no Brasil e na Coréia do Sul

Abstract

The present work approaches the theme Merchandising as a Global Marketing tool as a case study the Coca-Cola Company in Brazil and South Korea, two countries with very different culture. To underpin this work is used definitions about marketing, global marketing, glocal marketing and merchandising, containing the divisions of merchandising and definitions with examples for better understanding of the review. It was made an analysis of the use of merchandising tool that is often used by Coca-Cola Company to reach its target audience to pursuit of success. The company tends to attract the attention of consumers in creative ways in order to achieve it’s goals.