Modified conditions of trading on the international market demand to corrections in a business acting of the international marketing concept, which means a different approach to the international marketing functions. Transformations in a functioning of the international market on a macro and...

In the new economy the basic characteristics of services determine service consumption, just as customer relationship management impacts on the approach to services marketing. Contemporary service customers perceive service quality in service encounters and in ongoing relationships as well. The...

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...