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- Title
MARKETING GLOCAL, PENSAR GLOBALMENTE E AGIR LOCALMENTE: UMA ESTRATÉGIA DE MARKETING INTERNACIONAL.
- Authors
Mehl Damico Fonseca, Karina Maria; Mansur, Sandro Gibran
- Abstract
Faced with the rapid growth of competition in the international market, the glocal marketing is the competitive advantage strategy of XXI century. Think globally and act locally, adapting products to market that will be marketed, it is the foundation to win customers from different cultures and achieve success sought in the venture. This research aims to study the glocal marketing and marketing concepts, globalization, international marketing and global marketing and their respective roles in business expansion. To illustrate the application of glocal strategies used two examples of globally companies in the beverage industries and fast food. The methodology consists of descriptive and bibliographic research.
- Subjects
MARKETING strategy; GLOBALIZATION; BEVERAGE industry; ECONOMICS; MARKETING
- Publication
Revista Percurso, 2016, Vol 17, Issue 1, p52
- ISSN
1678-569X
- Publication type
Article