Marketingové pojetí globalizace

Abstract

The aim of bachelor's thesis is to describe the marketing concept of globalization on the global market. In the first part of a bachelor's thesis I describe the stages of globalization from history to the current wave of globalization and tools for the global growth of the global market. In the second part is pointed to the global marketing environment and international marketing division into several organizational structures. In the third chapter is devoted to practical examples of global metallurgical companies solution inputs on global markets. At the end of the bachelor's thesis I analyzed the scope of benefits and disadvantages of globalization.