Global marketing used to mean high street fashion names and a Starbucks in every city. To go global, multinational companies have established research teams in each region to study and analyse the needs of local customers in order to create accessible and high-quality products. However, global marketing is no longer reserved for companies with deep pockets. In fact, a new generation of global brands is emerging. A global presence is now possible for any business with a creative strategy and an understanding of global markets. Here are some steps you can take as you make the move from local to global, and reach different cultures and people around the world.