SFeDu

Diversification of marketing in the context of globalization

TERRA ECONOMICUS, , Vol. 11 (no. 2.3),
p. 106-109

The article discusses the diversification of modern marketing positions with divergent effects of globalization processes. The factors macro environment, affecting both the markets and the industry. Is revealed relational model in marketing.


Keywords: globalization; value; value chain; marketing; relationship marketing; network benefit

References:
  • Beck U. (2001). What is globalization? Errors of globalism – the answers to globalization . M. (In Russian.)
  • Buttle F.B. (1996). Relationship Marketing Theory and Practice. Paul Chapman: London.
  • Globalization and social institutions : a sociological approach (2010). Ed. by I.F. Deviatko, V.N. Fomina. Moscow: Nauka. (In Russian.)
  • Doyle P. (2001). Marketing to cost. St. Petersburg: Peter. (In Russian.)
  • Ketova N.P., Larkina N.G. (2013). Marketing Technology cooperation: the direction of use of business structures in the regional competitive markets. Rostov on Don: Publishing House of the “Support-XXI Century”. (In Russian.)
  • Kotler F. (2011). 3.0 Marketing of products to customers, and then to the human soul. Moscow: Eksmo. (In Russian.)
  • Midler E.A. (2009). Markets net wealth in the innovation economy : determinants of development. Actual problems of management of development of socio- economic systems in the context of globalization. Rostov-on-Don. (In Russian.)
  • Nikishkin V.V. (2011). The innovative concept of marketing as a response to the challenges of the modern world. Practical Marketing. Nо. 12 (178). (In Russian.)
  • Reich M. (2010). Dolan C. The global crisis, beyond the obvious. M. Pretekst. (In Russian.)
  • Szentes T. (2003). World Economics 2: The Political Economy of Development Globalisation and System Transformation. The Political Economy of Underdevelopment Revisited. Budapest: Akadémiai Kiadó.
  • Tlostanova M. (2005). Literature and Globalization. M. Tlostanova. Interlitteraria. Nо. 10 . P. 57–73 .
  • Tretiak O.A., Sloev I.A. (2012). Evaluation of marketing activities as client thread. Russian Management Journal. Vol. 10 . Nо. 1. (In Russian.)
  • Tretiak O. (2013). Relational paradigm of modern marketing. Russian Management Journal. T. 11. Nо. 1. (In Russian.)
Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606