Key determinants of managing the marketing asset of global companies

Article English OPEN
Tatyana Tsygankova; Roman Ponomarenko;
  • Publisher: Kyiv National Economic University named after Vadym Hetman
  • Journal: International Economic Policy (issn: 1811-9832, eissn: 1812-0660)
  • Publisher copyright policies & self-archiving
  • Subject: Marketing assets | international marketing | strategic marketing management | global companies | multinational corporations | business performance | marketing mix | brand management | marketing tools | Balance of trade | HF1014

As a result of organization and summarization of key concepts of evolution of the marketing tools of global companies, the authors determined the role of the marketing assets in the system of modern marketing management (as a dialectically higher stage of development of... View more
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