Digital marketing communication is directed to profiled targets, which are active in the communication process. Every communication flow can ask for an information answer from the market. This opportunity grants immediate feed-backs and feed-forwards, so that digital communication can be easily...

Global competition involves large retailers in a continuous development of their activity in relation to market stimula. In this regard efficient management of commercial functions, innovation of offer attributes and dynamic management of retailing mix allow large retailers to reformulate their...

In the current conditions of over-supply, firms are paying high attention to pricing decisions in order to defend their competitive positioning. Modern pricing strategies are able to take into account changed market conditions or, in other words, demand characterised by strong volatility and non...

The rapid changes caused by growing complexity, accelerating technological innovation and globalisation, have driven companies to play a precise economic social role. Hypercompetition implies a substantial change in a company's strategic objectives: every advantage gained over the rivals is...

Globalisation means huge quantities of goods and money moving all over the world without borders. Global markets exists because trade does, because multinationals, trading companies, national and international retailers exist. Faced by the quantity of goods flowing and the mass of money moved...

Global managerial economics tends to emerge in conditions of strong, continuous competitive tension, in contexts that are open and subject to political, social and technological instability. Globalisation and new competition boundaries oblige companies to adopt a new 'market-oriented competitive...

Corporate governance is a complex activity evolving in parallel with change within internal and external contexts. In particular, global competition shows how maintaining the conditions for company effectiveness implies: reviewing the corporate governance approach, emphasising relations between...