Současné trendy v mezinárodním marketingu (vybrané problémy)

Hana Machková
2005 Acta Oeconomica Pragensia  
Changes in international business environment in the beginning of 90ties had infl uenced marketing strategies of many companies. The main objective of the article is to analyze actual trends and their infl uence on international business activities. The analysis of the main types of international business strategies is made in the introductory part. The process of the segmentation, targeting and positioning is following. International brand management, the third part of the article, focus on
more » ... rticle, focus on explanation of functions of brands, brand equity and steps in decision making process. The article is concluded by the problematic of E-Business and information sources for Czech export companies.
doi:10.18267/j.aop.177 fatcat:5ejdroetjvcp5onn7lexbulcom