Resumen

BARRIENTOS FELIPA, Pedro. Marketing in Peru and Globalization. Semest. Econ. [online]. 2009, vol.12, n.23, pp. 59-75. ISSN 0120-6346.

In general current situation of the world is affecting commercial development of companies. This is consequence of globalization, where technology makes everything happen and know its effects in a faster way. Before such circunstances, the following question should be made: How are Peruvian companies applying marketing to get adjusted to such circumstances? This article poses marketing strategies being applied by a group of companies to get adjusted to current circumstances as an example for other companies. For such purposes, we have resorted to bibliographic sources, tarking in to account that they the source having the biggest access posibilities for archieving the proposed objetive. Initial conclusion states that we cannot make generalizations on the fact that Peruvian companies are prepared for globalization, but we do can considerate that those who have known how to apply marketing or are applying it in an appropiate way, have the advantage of going forward in current context.

Palabras llave : Marketing; international business administration; Peru.