Globalizacja perspektywą rozwoju przedsiębiorstwa. Uwzględnienie uwarunkowań kulturowych w strategii marketingowej

• Authors: Piotr Suchodolski

Title variants

PL

THE GLOBALIZATION OF ENTERPRISE DEVELOPMENT PERSPECTIVE. CONSIDERATION OF CULTURAL CONDITIONS IN MARKETING STRATEGY

• Languages of publication: PL

Abstracts

Using a global approach many enterprises trying to achieve a competitive advantage. It is not without significance the consideration of cultural conditions in creating a marketing strategy. Ability to define and manage these determinants in planning the expansion of activity in other countries might be an essential skill. Multicultural marketing gives the possibility to maintain balance between a global and international approach.

Keywords

EN

MULTICULTURAL MARKETING; INTERNATIONALIZATION; MARKETING STRATEGY

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 1
• Issue: 1
• Pages: 539-549

Contributors

author

Piotr Suchodolski

• Using a global approach many enterprises trying to achieve a competitive advantage. It is not without significance the consideration of cultural conditions in creating a marketing strategy. Ability to define and manage these determinants in planning the expansion of activity in other countries might be an essential skill. Multicultural marketing gives the possibility to maintain balance between a global and international approach.
• Instytut Spraw Publicznych, Wydział Zarządzania i Komunikacji Społecznej, Uniwersytet Jagielloński