Globalizacja marketing - doswiadczenia rynku polskiego

• Authors: Nowacki Robert

Title variants

EN

MARKETING GLOBALIZATION - POLISH MARKET EXPERIENCE

• Languages of publication: EN

Abstracts

EN

The beginning of the 21st century has been yielded with an acceleration of transformations occurring in economies of the whole world. These changes relate to all the areas of economic life functioning. The most important manifestation of this is a reinforcement of competitive phenomena. Among the most important reasons for such a state of affairs, there is mentioned globalization. The course of its processes forces the organization operating in the market to undertake adaptive actions. One of them is reorientation of marketing activities. The need to modify the previous marketing concepts results, first of all, from far reaching alterations in the sphere of consumption, just triggered by globalization impact. These trends are noticed in all the markets, also in the Polish one. The foreign enterprises operating in it more and more often use the concept of global marketing. This makes us to have reflection on what is the real effectiveness of such actions and what are the possibilities to form one's competitive position owing to that. The article constitutes an attempt to provide answers to these questions.

Keywords

EN

MARKETING GLOBALIZATION - POLISH MARKET EXPERIENCE

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Wyższa Szkoła Finansów i Zarządzania w Warszawie
• Journal: Contemporary Economics
• Year: 2007
• Issue: 3(3)
• Pages: 55-70
• Document type: ARTICLE

Contributors

author

Nowacki Robert

• Robert Nowacki, Wyzsza Szkola Finansow i Zarzadzania, ul. Pawia 55, 01-030 Waraszawa, Poland

Identifiers

CEJSH db identifier

11PLAAAA092322