Marketing Expansion Strategies in Multinational Marketing: The Role of e-Business

Yilmaz Gökşen () and Selcan Karabacak ()
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Yilmaz Gökşen: Dokuz Eylül Üniversitesi
Selcan Karabacak: Ege Üniversitesi

A chapter in Economy, Finance and Business in Southeastern and Central Europe, 2018, pp 675-688 from Springer

Abstract: Abstract This paper explores a framework for planning and evaluation of multinational marketing strategies as entering new markets and allocation of efforts on existing markets by the help of information technologies such as e-business application, focusing on value and efficient consumption of resources. If we accept that the companies are expecting sustainable and profitable long-lasting lives for themselves and the market conditions are changed as above-mentioned, we can simply understand why they may welcome the help of information technologies such as e-business applications like we do in our paper.

Keywords: Market expansion strategies; e-Business; ICTs; SMEs (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-70377-0_46

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DOI: 10.1007/978-3-319-70377-0_46

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