THE IMPACT OF GLOBALIZATION ON THE STANDARDIZATION OF MARKETING

被引：0
|
作者：
Nemeckova, Sona [1 ]
机构：
[1] Ekon Univ Bratislave, Fak Podnikoveho Manazmentu, Katedra Podnikovohospodarska, Bratislava 85235, Slovakia
来源：
PODNIKANIE A KONKURENCIESCHOPNOST' FIRIEM 2010 | 2010年
关键词：
Globalization; international marketing; marketing strategy; standardization; local adaptation; glocalization;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Article shows how market globalization changes the competitive market environment. Main attention is paid to its impact on the marketing strategies of enterprises. Difference between international and global marketing is explained. There are mentioned environmental factors that internationally active company should take into account in choosing of marketing strategy. Article describes factors influencing the standardization in marketing. There are mentioned advantages and disadvantages associated with it.
引用
收藏
页码：289 / 295
页数：7
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