International Marketing under Geopolitical Confrontation

Olena Kanishchenko

Abstract


The article is devoted to the analysis of business peculiarities under conditions of administrative impact of international economic sanctions under globalization. The principal purpose of such limits is usually to change the behavior of the target countries, certain businesses, or individuals in a direction which will improve the situation in the market. The main problem of international marketing under geopolitical confrontation is a deep contradiction between the potential of doing successful business in international environment and possibilities for real use of marketing tools in extreme crisis and risky period of application of international economic sanctions.

Keywords


international marketing; international economic sanctions; international trade disputes; social and cultural contradictions; economic identity; conflict identification; trade war

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DOI: http://dx.doi.org/10.17951/h.2015.49.3.49
Data publikacji: 2015-08-12 10:29:39
Data złożenia artykułu: 2015-08-11 10:58:55


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