DOI: 10.5176/2010-4804_2.3.234
Authors: Remus Ionut NAGHI, Iulia PARA
Abstract:
Globalization is certainly a widely debated topic nowadays. To the large expansion of the concept contributed the multitude of perspectives which can be addressed on the topic. This paper focuses on the economic perspective on globalization, looking to explain how the process of globalization has influenced the strategies related to the marketing mix, and also the design and the use of specific tools of marketing research. Moreover, by analyzing a series of practical examples, the paper seeks to provide some answers to the dilemma of internationalization versus globalization in marketing activities.
Keywords: Globalization, Internationalization, Markets, Marketing mix, Marketing strategies, Marketing research
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