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Marketing Expansion Strategies in Multinational Marketing: The Role of e-Business

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Economy, Finance and Business in Southeastern and Central Europe

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

This paper explores a framework for planning and evaluation of multinational marketing strategies as entering new markets and allocation of efforts on existing markets by the help of information technologies such as e-business application, focusing on value and efficient consumption of resources. If we accept that the companies are expecting sustainable and profitable long-lasting lives for themselves and the market conditions are changed as above-mentioned, we can simply understand why they may welcome the help of information technologies such as e-business applications like we do in our paper.

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Author information

Authors and Affiliations

  1. Dokuz Eylül Üniversitesi, İzmir, Turkey

    Yilmaz Gökşen

  2. Ege Üniversitesi, İzmir, Turkey

    Selcan Karabacak

  3. Bazaar Marble, İzmir, Turkey

    Selcan Karabacak

Authors
  1. Yilmaz Gökşen
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  2. Selcan Karabacak
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Corresponding author

Correspondence to Selcan Karabacak .

Editor information

Editors and Affiliations

  1. Eastern Macedonia and Thrace, Institute of Technology, Kavala, Greece

    Anastasios Karasavvoglou

  2. Faculty of Economics, University of Split, Split, Croatia

    Srećko Goić

  3. Central Macedonia, Institute of Technology, Serres, Greece

    Persefoni Polychronidou

  4. Eastern Macedonia and Thrace, Institute of Technology, Kavala, Greece

    Pavlos Delias

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Gökşen, Y., Karabacak, S. (2018). Marketing Expansion Strategies in Multinational Marketing: The Role of e-Business. In: Karasavvoglou, A., Goić, S., Polychronidou, P., Delias, P. (eds) Economy, Finance and Business in Southeastern and Central Europe. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-70377-0_46

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