PROBLEMS AND PROSPECTS OF INTERNATIONAL MARKETING DEVELOPMENT IN TERMS OF INTEGRATION

Abstract

Purpose – tо research problems and prospects of international marketing development in terms of integration for expansion of opportunities for further fundamental elaborations in this direct. Methodology of research. Common scientific methods and specific methods of investigation are used in the paper, such as historical, descriptive (to interpret the economic meaning of the concept «international marketing»), logical method and method of scientific observation (for analyzing peculiarities of marketing component in managerial activities), method of classification (for studying components of international marketing), generalization and comparison (for making conclusion and suggestions). Findings. International marketing is an independent branch of company’s activities for entering the external markets, which is an important condition for all economic entities to compete successfully and meet own targets on the global market. Due to the variability and dynamic development, international marketing can be applied to any economic systems, and that is why a deep study of its potential usage in conditions of active socioeconomic transformations has theoretical and practical interests. Originality. The role of marketing component in managerial activities, the usage of a complex system of interrelated elements of the marketing mix assisted the further development to create competitive advantages in the international business environment. A relevant marketing strategy with its permanent modification is proposed to be done. Practical value lies in the using the main principles of this research in form of practical recommendations by domestic subjects of international entrepreneurship in order to improve the methods of doing international business.