Nowe koncepcje marketingu w strategiach marketingu międzynarodowego

Wojciech Józef Grzegorczyk

doi:10.17951/h.2017.51.2.97

Abstract

The article deals with the new marketing concepts used to develop and implement marketing strategies for businesses on international markets. It mainly concerns the use of Agile Marketing and Blue Ocean Strategy. These concepts are discussed in marketing literature separately in a way that is not related to marketing strategies on international markets. Since they are entirely new concepts, the Polish literature on the subject very rarely presents their in-depth analysis or the possibilities to use them in international marketing and, therefore, these are the issues that the article deals with. The critical analysis of those concepts presented in this article is based on the literature of the subject and concerns the marketing research and subsequent stages of marketing strategies on international markets.

Highlights

The selected new marketing concepts (Agile Marketing, Blue Ocean Strategy) are discussed in the literature on the subject without being related to the company’s activities on international markets
The article is an attempt to present a critical evaluation of those new marketing concepts and the possibilities to use them at subsequent stages of marketing strategies on international markets
The Agile Marketing concept has been derived from information technologies and its main principles were defined in the so-called Agile Manifesto announced in 2001 in the USA

Summary

Introduction

The selected new marketing concepts (Agile Marketing, Blue Ocean Strategy) are discussed in the literature on the subject without being related to the company’s activities on international markets. That is why the aim of this article is to present the possibilities to use them to create and implement new marketing strategies in companies operating on international markets. This refers to the evaluation and selection of international markets, the choice of international expansion forms, the selection of marketing instruments and their use in practice. The article is an attempt to present a critical evaluation of those new marketing concepts and the possibilities to use them at subsequent stages of marketing strategies on international markets. The process begins with the research on international markets and the company evaluates and selects the foreign market or markets that it intends to enter. It should be emphasised that the method used to prepare and implement the research process is the sequential method, which involves dividing tasks into particular stages and makes it possible to eliminate errors in the research process

Assumptions of the Agile Marketing concept

Possibilities of using Agile Marketing to expand into foreign markets

Blue Ocean Strategy and its use in international marketing

Conclusions