Influence of Political Globalization and Global Crisis on Traditional Marketing Management Theory and Practice

Abstract

Turbulent global environment create constantly changing economic conditions especially in global economic crisis which have deeply affected all world national economies. Managers were happy about the prospect, which have been achieved (the quantity and in the quality of industrial processes) in the past, but they haven’t realised the new economic realities. The western global manufacturer's major corporate strategy shifts was due to globalisation processes and global crises, trying to find critical resource for global firms’ competitive advantages Many economists failed to anticipate the emergence decline of the western successful economies and the global crisis, so we focused on the changes which rapidly evolve and try to analyse the inadequacy and heterogeneity of commonly used marketing management analysis, on which bases should be made suggestions for the relying decisions of companies in the turbulent environment or they will relay only on the pragmatism.