INTERNATIONAL HIGH TECHNOLOGY MARKETING IN THE CONTEXT OF INTEGRATION AND GLOBALIZATION

Abstract

The paper seeks to explore the principal features of international high technology marketing in their relationship with the processes of globalization and integration. It is estimated that international marketing is a separate vector of a company activity, subject to its access to foreign markets, which involves a system of planning, implementation, monitoring and performance evaluation as to the effects on the multinational market environment and adaptation to it by the company which operates in more than one country. The paper focuses on the relationship between globalization of international marketing activities and the interdependence of the Triad nations which economic, socio-cultural, political and legal environments are becoming more and more homogeneous, as well as revealing the emergence of supranational segments that enhance market opportunities of companies. It is emphasized that boosting of marketing activities within the international division of labour and implementation of new technology have provided the opportunities for spatial (territorial) separation of individual production processes. Apparently, the national production process is gradually being transformed into international, global. It is argued that a critical instrument of modern high technology international marketing is the Internet marketing which facilitates better opportunities for rapid information exchange, building customer loyalty, expanding target audience, enhancing the information process and reducing the marketing costs dramatically.