Global marketing is an marketing answer to challengings of globalization process. Globalization in undoubtedly a phenomenon incorporated in the functioning of the modern world, highly reflected on the regional (continental) integrations such as the European Union. Globa-lization has its economic, but also wider, political significance. In terms of economy, the manifestation aspects of globalization are numerous, and this paper points to the marketing aspects of the globalization process of the highly integrated market of the European Union. Over the last decade of the twentieth century, Europe was intensely focused on removing economic, political and cultural barriers to connecting nations and states, where economic boundaries increasingly lose their significance. Global interconnectedness of the domestic, regional and international markets is becoming the indicator of economic development, where such interconnecting in the most developed countries of the world exceeds 50% of total economic activities. In the times we are living in, the issue of establishing a global and thereby European economic equilibrium is increasingly manifest. Inclusion in the globalization process implies a high level of openness of national economies, as well as encouraging enterprises to actively apply the principles of international competitiveness and marketing qualifications, and the expected result would be gaining appropriate market share. A successful integration into European economic mainstream implies connecting technological and marketing strategies, thereby facilitating structural changes and adaptation of the national economies. The implementation of overarching corporate strategy is the starting point for connecting and coordinating business activities of globally oriented enterprises. The marketing aspect of such an approach to doing business implies a transfer from flexible marketing strategies to strategic flexibility of these enterprises in the new European environment. The causes of such approach are in the changed logic of the functioning of the integrated market, homogenization of consumer behaviour and achieving cost effectivenes.
Aleksandar Grubor. "Global Marketing Of The Common European Market." Montenegrin Journal of Economics. vol. 2, no. 3, 2006, p. 151-160
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