وصف الكتاب:
شهد العالم خلال العشرية الأخيرة سلسلة من التحديات السياسية والاجتماعية والاقتصادية, في ظل الأوضاع الاقتصادية العالمية الجديدة, وخاصة بظهور التكتلات الاقتصادية, المنافسة الدولية, انتشار الشركات المتعددة الجنسيات, الأدوار الجديدة للمنظمات العالمية… إلخ. كما ظهرت في هذه الفترة ثورة تكنولوجية سريعة تمثلت أساساً في التطور السريع في عالم الاتصالات, المواصلات, المعلومات, واتساع مجالها, إضافة إلة ما ترتب عنه من سرعة فائقة في جمع وتخزين المعلومات, وانتقالها السريع بين أبعد نقطتين في العالم, مما ساهم في تحقيق “عالمية السوق”, بحيث لم يعد هناك سوق وطنية, أولإقليمية, بل اندمجت معظمها في سوق واحدة في عدد كبير من السلع والخدمات. كل هذا أدى بالاهتمام بضرورة التسويق بصفة عامة, والتسويق الدولي بصفة خاصة, والحاجة إلى المعلومات التسويقية سعياً منها في غزوأسواق الدولية, وهذا طبعاً بعد تطوير منتجاتها ووجود وسيلة فعالة وشاملة لكافة الوظائف لتضمن انسياب وتدفق السلع والخدمات إلى الداخل والخارج. ومن خلال هذا التطور والتقدم المستمر في نختلف الأنشطة التجارية, والصناعية والخدماتية, وبالأخص التكنولوجية, أصبحت الميزة التنافسية تقاس بمدى القدرة على الإبداع والابتكار والتجديد الذي يتماشى في نفس الوقت مع متطلبات الأسواق الخارجية, مما فتح مجالات واسعة للنمو أمام المؤسسات واقتحام الكثير من الأسواق وهذا بفضل الأهمية البالغة للتسويق الدولي, الذي يعتبر محدداً لنجاح المؤسسات في دخول الأسواق العالمية, وعليه فالمؤسسات التي تملك أنشطة تسويقية متطورة تستطيع أن تنافس بكفاءة وفعالية في الأسواق, وهذا ما يتجلى في النجاح الكبير الذي حققته مؤسسات الدول المتقدمة كالمؤسسات الأمريكية, الألمانية, اليابانية,… إلخ.
اشترك الان في النشرة الاٍخبارية و ترقب استقبال افضل عروضنا علي بريدك الاٍلكتروني
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