Marketing Control in the Context of new Trends coming out from Globalization of Economics

Marketing Control in the Context of new Trends coming out from Globalization of Economics

conference paper

Czech

The article focuses on the influence of globalization over the application of marketing approaches in the companies operating in the reforming economies. It describes the basis principles of different application of marketing approaches to customers and perception of future changes, which will be in these approaches changed under the development of the global approaches to market. At the end are proposed main points, which the companies will have to accept so as to win in the environment of the global competition.

The article focuses on the influence of globalization over the application of marketing approaches in the companies operating in the reforming economies. It describes the basis principles of different application of marketing approaches to customers and perception of future changes, which will be in these approaches changed under the development of the global approaches to market. At the end are proposed main points, which the companies will have to accept so as to win in the environment of the global competition.

Strategic control, Marketing, Globalization

ŠIMBEROVÁ, I.; NEJEZCHLEB, L.

1. 1. 2001

BMF BUT

Brno

80-86510-05-0

Business and Economic Development in CEE : Implications for EconomicIntegration into Wider Europe

zborník

382-388

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