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Organization And Planning Of Global Marketing Operations

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  • TANASE, George Cosmin
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    Abstract

    The capstone of a company’s global marketing activities will be its strategic marketing plan. To implement the global plans effectively, a company needs to reflect on the best organizational setup that enables it to successfully meet the threats and opportunities posed by the global marketing arena. The vast majority of multinational companies prepare a global strategic marketing plan to guide and implement their strategic and tactical marketing decisions. Such plans are usually developed on an annual basis and look at policies over multiple years. Running a multinational organization is a tremendous challenge. Local managers need empowerment so that the local unit is able to respond rapidly and effectively to local market threats, grab opportunities, and stay in tune with local market developments.

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    File URL: http://crd-aida.ro/RePEc/rdc/v4i1/3.pdf
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    Bibliographic Info

    Article provided by Romanian Distribution Committee in its journal Romanian Distribution Committee Magazine Volume 4 Issue 1.

    Volume (Year): 4 (2013)
    Issue (Month): 1 (March)
    Pages: 13-17

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    Handle: RePEc:rdc:journl:v:4:y:2013:i:1:p:13-17

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    Web page: http://www.distribution-magazine.eu

    Related research

    Keywords: business asymmetry; communication flows; competitive climate; company heritage; planning; product diversity; global overview;

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