Globalizacja perspektywą rozwoju przedsiębiorstwa. Uwzględnienie uwarunkowań kulturowych w strategii marketingowej

Using a global approach many enterprises trying to achieve a competitive advantage. It is not without significance the consideration of cultural conditions in creating a marketing strategy. Ability to define and manage these determinants in planning the expansion of activity in other countries might be an essential skill. Multicultural marketing gives the possibility to maintain balance between a global and international approach.