The impact of globalization on regional marketing

¹ University of Ss. Cyril and Methodius in Trnava, Slovakia, The Faculty of Mass Media Communication, Department of Marketing Communication
² University of Ss. Cyril and Methodius in Trnava, Slovakia, The Faculty of Mass Media Communication, Department of Marketing Communication

^* Corresponding author: denisa.janosova@ucm.sk, 2764922@student.ucm.sk

Abstract

The impact of economic globalization on regional development is a frequent topic of professional and public debate. Globalization has become a phenomenon that has a tremendous impact and knows no boundaries. Through its influence, it transformed the whole society and connected all the cultures of the world. It has provoked innumerable qualitative changes that have affected the world economy, world trade, transport, ecology and other important areas. Globalization can also be called a driving force for economic change through which it has accelerated areas such as information and communication technologies, innovation, new forms of competitiveness and other areas that have been able to support the mobility of global capital of the whole population. Globalization is a phenomenon that has legitimately included in humanity’s most advanced history. With its coming, the whole world has gradually realized that our planet is becoming smaller and smaller. The main aim of our article is to identify and analyze indicators of the green city in the capital of Slovakia, Bratislava. Based on available data and critically evaluate the results of the analysis and formulate recommendations for self-government. Regional development and improving the living conditions of the population are, in this period of time, very important topics. Attention is focused on the development of society and economic life, which is unevenly distributed and it is calling for the need of coordinating tools