GLOBALIZATION AND INTERNATIONAL MARKETING

被引：0

作者：

Grideanu, Nicoleta ^{[1
]}

机构：

[1] Spiru Haret Univ Brasov, Brasov, Romania

来源：

GLOBALIZATION AND INTERCULTURAL DIALOGUE: MULTIDISCIPLINARY PERSPECTIVES - ECONOMY AND MANAGEMENT | 2014年

关键词：

globalization; standardization; international marketing; competitive strategies; strategic options;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The globalization of marketing is on the list of the consequences of the globalization of the world economy, directly influencing the international affairs. Integrated international marketing is characterized by standardizing the marketing strategies, the mix of programs and the processes of marketing. In assessing the state of globalization of the consumers one should take into account that national and cultural influences continue to determine the consumption patterns which vary from one market to another and that their true globalization will begin to occur only when the globalization road stops being a one-way street.

引用

页码：152 / 156

页数：5