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| Author: | Tuvee, L. |
| Title: | Marketing global : jusqu'ou ne pas aller trop loin. |
| Journal: | Revue Francaise du Marketing
1987 : AUG-OCT, 114, p. 7-17 |
| Index terms: | INTERNATIONAL MARKETING EXPORT MARKETING FOREIGN TRADE MARKETING THEORY |
| Language: | fre |
| Abstract: | Internalization of economic relations and processes is described, specifying its role in the globalization phenomena. Th. Leavitt's comments on the existence, causes, and research methods of global markets are reviewed. International, multinational, and transnational markets as phases in the development of global markets are characterized. Dynamic properties of global marketing are outlined taking into consideration its applications, users, and the users' motivation. Challenges of global markets are summarized, emphasizing their strategic, economic as well as commercial aspects. |
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