New Marketing Concepts in Marketing Strategies on International Markets | Zendy

Wojciech Grzegorczyk | Zendy

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New Marketing Concepts in Marketing Strategies on International Markets

Author(s) -

Wojciech Grzegorczyk

Publication year - 2017

Publication title -

annales universitatis mariae curie-skłodowska sectio h oeconomia

Language(s) - English

Resource type - Journals

eISSN - 2449-8513

pISSN - 0459-9586

DOI - 10.17951/h.2017.51.2.97

Subject(s) - marketing , marketing management , marketing research , marketing strategy , business , international marketing , return on marketing investment , marketing mix , quantitative marketing research , digital marketing , marketing science , relationship marketing

The article deals with the new marketing concepts used to develop and implement marketing strategies for businesses on international markets. It mainly concerns the use of Agile Marketing and Blue Ocean Strategy. These concepts are discussed in marketing literature separately in a way that is not related to marketing strategies on international markets. Since they are entirely new concepts, the Polish literature on the subject very rarely presents their in-depth analysis or the possibilities to use them in international marketing and, therefore, these are the issues that the article deals with. The critical analysis of those concepts presented in this article is based on the literature of the subject and concerns the marketing research and subsequent stages of marketing strategies on international markets.

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