Globalisation
- 최초 등록일
- 2013.02.01
- 최종 저작일
- 2012.05
- 2페이지/ MS 워드
- 가격 4,000원
소개글
세계화 (마케팅)
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본문내용
Globalisation세계화가 마케팅에 어떤 영향을 주는지... Levitt의 주장 + 마케팅믹스전략 + Glocal
In recent years, globalization has become a key theme in every discussion of international strategy. The world has become narrow by development of communication, transportation and the financial structure. A unique product (such as a wallet of Gucci, Monte Blanc Pen, Coca-Cola, McDonald`s hamburger, Japanese Sushi, clothes of Chanel and German BMW) is given an enthusiastic welcome in the world. Like these examples, Professor Theodore Levitt of Harvard argue that in a world of growing internationalization, the key to success is the development of global standardized products and brands world-wide. Therefore, Levitt said "Firms must learn to operate as if the world were one large market by ignoring superficial작은 regional and national differences.”
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