Perspectives of Innovations, Economics and Business

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Volume 4
Issue 1
Online publication date 2010-02-10
Title Modelling of marketing strategies for the single markets vs marketing strategy for the global market: Case study mobiExplore
Author Neven Seric, Maljic Vinko, Mate Perisic
Abstract A successful treating of a single, national, market through new challenges of marketing management is notably different than treating of the global market. The paper provides the case study of Gideon Multimedia, IT firm from Croatia. The company’s main product is mobiExplore, touristic guide platform for mobile phones. The application could be adapted to different marketplaces - global and national, for different countries. Because of different dynamic of the growth of national mobile markets even the global marketing strategy for the mobiExplore applications needs to be adapted to each national case. Establishing of the national strategy needs to be adapted through market research of the local market. The paper argues that customized for UK market mobiExplore solutions has proved correct and intdicate on advantages of the company’s marketing strategies for singl market.
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References
Aaker, D., 2001. Strategic market management, 6th ed., John Wiley & Sons, Inc. New 

ABI, 2008. Research for partners, Gideon  & Medijska Osobnost d.o.o., Split, Agency for market research.

Doyle, P., 2002. Marketing management and strategy, 3rd edition, Pearson Education Ltd., London 

Gideon Multimedia, 2007/2008. Exploratory research by Gideon & Medijska Osobnost d.o.o., Split, Agency for market research.

Informa Telecoms & Media predicts. 2008. Research for Gideon partners by Gideon & Medijska Osobnost d.o.o., Split, Agency for market research

Kerin, A., Peterson, A., 2004. Strategic marketing problems, Pearson Prentice Hall, New Jersey. 

Peter, J., Donnelly, J., 2004., Marketing management: Knowledge and skills, 7th Ed, Irwin, Burr Ridge. 

Šerić, N., 2003. Importance of remodeling of marketing strategies for the market in the countries in transition, 5th International Conference Enterprise in transition, Ekonomski fakultet Split, Working Paper.

Šerić, N., 2009. The role of product management in the global crisis -case study in domestic appliance industry, 3rd Marketing Theory challenge in transitional societies 24th-25th of September 2009. Maribor, Slovenia, Conference proceedings ISBN 978-961-6354-95-0 

www.gideon.hr
Keywords Marketing, strategies, product, tourism, mobiExplore.
DOI http://dx.doi.org/10.15208/pieb.2010.17
Pages 63-65
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