GLOBAL MARKETING IN MARKET ACTIVITY OF ENTREPRENEURSHIP IN GLOBAL MARKETS
Journal Title: Globalization, the State and the Individual - Year 2018, Vol 4, Issue 4
Abstract
Global enterprises’ offers are currently present in almost every industry. Both global companies from the begin- ning (born globals) as well as enterprises that have come to their global dimension through years, operate in the global market. Each of them should have features and resources that enable function- ing in the global market. From the point of view of the enterprise’s success, such factors as: global marketing as well as understanding the transformation of marketing from the traditional to digital one, grounding of future consumer profiles, implementation of techno- logical development, including the Internet, become crucial. Global organizing of activities is significantly supported by instruments of the global marketing mix.
Authors and Affiliations
Agnieszka WALA, Katarzyna ZIOŁO-GWADERA
Keywords
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