Modern marketing in the business practice – the source of competitive advantage in the global market

https://doi.org/10.17221/5251-AGRICECONCitation:Horská E. (2004): Modern marketing in the business practice – the source of competitive advantage in the global market. Agric. Econ. – Czech, 50: 572-576.
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The goal of the paper is to identify opportunities following from the use of theory of modern marketing in the business practice in terms to reach competitiveness in the global food market. The paper analyses in details the competitive advantages related to individual marketing tools as well as using some up-to-date marketing tactics with the goal to attract a customer. In addition to the most effective use of marketing tools, we define the role of marketing in the global market space and distinguish the local, regional and global extend of marketing activities.
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