ORGANIZATION AND PLANNING OF GLOBAL MARKETING OPERATIONS

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2013, vol. 4, issue 1, 13-17

Abstract: The capstone of a company’s global marketing activities will be its strategic marketing plan. To implement the global plans effectively, a company needs to reflect on the best organizational setup that enables it to successfully meet the threats and opportunities posed by the global marketing arena. The vast majority of multinational companies prepare a global strategic marketing plan to guide and implement their strategic and tactical marketing decisions. Such plans are usually developed on an annual basis and look at policies over multiple years. Running a multinational organization is a tremendous challenge. Local managers need empowerment so that the local unit is able to respond rapidly and effectively to local market threats, grab opportunities, and stay in tune with local market developments.

Keywords: business asymmetry; communication flows; competitive climate; company heritage; planning; product diversity; global overview (search for similar items in EconPapers)
JEL-codes: L22 M31 (search for similar items in EconPapers)
Date: 2013
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