Дигитален маркетинг и промени в управлението на международния маркетинг
Digital marketing and changes in the international marketing management

Author(s): Alexander Hristov
Subject(s): Economy, Supranational / Global Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Digital Marketing; International Marketing; Marketing Management
Summary/Abstract: The article presents some of the main contemporary trends in the development of digital marketing – both in a global perspective and in the operational activities in the companies. A position has been discussed, that following the development of the digital marketing activities there are increasing needs for changes in the international marketing management. Those changes can be hardly classifies as directed either to universalization or regionalization, since they are combining elements of both of them.

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