Globalizace a její dopad na marketing

Abstract

The Bachelor thesis describes the effect of globalization on marketing. In the first part there is the view at globalization from the past to present and there are described methods how companies can entry to global market. In the second part there is pointed to global marketing and to the differences of organizational structures of marketing management. In the third and fourth chapter are on practical examples of three global companies processed possibilities and proposals for specific solutions how to enter to the global markets and then recommendations of ways for marketing duels between small business versus large global companies. At the end of the bachelor thesis there are a few suggestions how to be successful in the global marketing in the future.