The Role of Information for Global Marketing - Educational and Practical Aspects
Author:Tatjana Petkovska Mirchevska - Ph.D.
JEL:
DOI:
Keywords:Information;
• Management;
• Marketing;
• Education;
• Institution;
• Globalization.
Abstract:
The selection of company strategy for
international market appearance is an essential part
of implementation the global marketing. Given the
fact that this process is influenced by a diverse range
of factors, it is necessary to research and report
frequently about the dynamics. The research of
market environment is one of the most essential
company activities. Information is the base of the
market assessment as an opportunity to company
entry, as well as for establishing a balance between
the marketing-mix tactics in accordance with specific
conditions set out by the local markets.
Some of the huge problems in the transition
economies are closely connected with education and
practice connected to the global marketing issues. It
is very significant to understand that marketing is not
only a theory, but also an amount of knowledge
created and carried through the experience in the
business practice. The low level of theoretical and
practical knowledge of this problematic is a serious
flaw in global assessment process, especially in
relation to local countries and regions, including the
specific marketing functions of the company. The
initial step should be implementation of theoretical
and practical knowledge in the process of the
company’s information needs definition, and then to
carry out further implementation of other phases of
the process.
The transition of economic and political
system in Macedonia created favorable
circumstances on education that sought to understand
and employ the market system logic. The
fundamental goals have been to achieve reflective,
practical and analytical skills for those involved in
management or marketing and for those who want a
better understanding of the nature and process of
management and marketing within broader contexts.