International Marketing: An Imperative for Southeast Europe

(With Valbona Zeneli)Originally Published by George C. Marshall European Center for Security Studies: January 2014

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The science of international marketing is new to Southeast Europe (SEE), though this year marks the 75th anniversary of the nascence of this academic field. Marketing has shifted over time from a strictly domestic focus to globalization, linking all the markets together. Recent crises and recessions in the world have slowed down the very fast pace of globalization of the recent two decades and has also reduced the global penetration of international investment. Most crucial ...

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