STRATEGIC ALTERNATIVES OF MARKETING IN THE GLOBAL ECONOMY

Pashkus Natalia A. () and Pashkus V.Y. ()
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Pashkus Natalia A.: Herzen State Pedagogical University
Pashkus V.Y.: St. Petersburg State University

Annals of marketing-mba, 2018, vol. 3

Abstract: The article discusses the three dominant strategies of modern international marketing: the strategy of global standardization, the strategy of fragmentation and the strategy of global fragmentation. The paper discusses the pros and cons of the strategy of global standardization and fragmentation and concludes that modern international marketing is leaning toward the «composite strategy» of global fragmentation.

Keywords: global marketing strategies; global standardization; fragmentation strategy. (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v3_6_18

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