Actual trends in International marketing (selected problems)

Současné trendy v mezinárodním marketingu (vybrané problémy)

Hana Machková

Acta Oeconomica Pragensia, 2005, vol. 2005, issue 2, 49-70

Abstract: Changes in international business environment in the beginning of 90ties had influenced marketing strategies of many companies. The main objective of the article is to analyze actual trends and their influence on international business activities. The analysis of the main types of international business strategies is made in the introductory part. The process of the segmentation, targeting and positioning is following. International brand management, the third part of the article, focus on explanation of functions of brands, brand equity and steps in decision making process. The article is concluded by the problematic of E-Business and information sources for Czech export companies.

Keywords: International business environment; International marketing; International brand management; E-business (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2005
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DOI: 10.18267/j.aop.177

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