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| Author: | Wirz, J. |
| Title: | Globalisierung und Markt-Kommunikation = Globalization and market communication |
| Journal: | Unternehmung
1990 : APR, VOL. 44:2, p. 100-108 |
| Index terms: | INTERNATIONALIZATION MARKETS COMMUNICATION MARKETING MARKET SEGMENTATION |
| Language: | ger |
| Abstract: | The concept of global marketing is defined. The role of worldwide communication networks is emphasized. The markets of procurement, sales and opinions are described and analyzed. The characteristics of communication with the different target groups are examined. The concepts of corporate identity, corporate culture and corporate design are briefly reviewed. It is shown how global media can be developed and used. The impact of globalization on market communication is examined. Ten theses are presented as a summary of the essence of an effective marketing. |
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