Information Global Marketing Management

Global marketing management needs to be implemented based on valid, i.e. reliable, timely, verifiable and high-quality marketing information, which will enable valid decision-making in global business operations. The efficiency and effectiveness of decision-making is directly related to considering the comprehensive state of the chosen segment(s) of the global market. Informational completion of the picture of a market requires devising and implementing a large number of activities set in a logical sequence. Practical experience has shown that decision-making in managing global business activities of affirmed companies is based on accumulated knowledge and is regarded as a specific form of creativity, unlike operationalization and supervision, which are mostly organizational and technical issues. Bearing this in mind, the informational basis in the operation of global companies should be viewed in accordance with its significance and function in global marketing management.