Using Marketing Approach to Respond to Internationalization Challenges and Changes in Marketing Channels

Sasa Veljkovic, Zoran Bogetic and Dragan Stojkovic

Montenegrin Journal of Economics, 2015, vol. 11, issue 2, 79-100

Abstract: Notable business operations internationalization and changes in marketing channels have affected the position of domestic suppliers and domestic brands. This is especially characteristic for the developing countries’ markets, primarily with respect to consumer’s goods markets, where, as a rule, marketing channels are more developed and brand is more prominent as a means of competitive advantage. Under competitive pressure, many companies have started to implement modern marketing approach in their business operations in order to adequately respond to the perceived tendencies.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:mje:mjejnl:v:11:y:2015:i:2:p:79-100

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