Modern Marketing Strategies for International Markets

In an era of globalization of knowledge, technology, production, consumer patterns, and markets, today's dynamic business faces global competition, both within and beyond its borders. Therefore, it must formulate appropriate strategies for adaptation, survival, or dynamic growth within an extremely complex and rapidly evolving globalized environment, where domestic markets no longer offer many opportunities, and both competition and customer needs and preferences have been indirectly or directly affected by market globalization. Domestic companies, even if they do not intend to internationalize, are forced to face competition from foreign companies within their own country.

The issue of internationalization is particularly relevant for our country, which is characterized by a lack of extroversion, having the lowest per capita export income in the European Union. 

The book "Modern Marketing Strategies for International Markets" aims to cover the major issue of internationalization, presenting a comprehensive, systematic, and scientific approach to the most effective marketing strategies and tactics for a company's penetration into international markets.

The book consists of three parts, eleven chapters, and an appendix in CD format, the writing of which was based on both the latest scientific developments presented in the global literature of export and international Marketing and the authors' long-term research, consulting, and teaching experience in matters of developing Marketing strategies for the expansion of businesses beyond borders. 

→ In the first part of the book, the decision-making process for internationalizing a company's activities in a globalized environment is analyzed.
→ In the second part the strategies concerning product, pricing, distribution channels, and promotion and communication for international markets are thoroughly described, as well as the decisions for the organization, strategic planning, and Marketing control in businesses operating internationally. 
→ In the third part of the book, the Global Marketing Management System Online (GMMSO) is examined in detail. This is software that allows users to prepare a situation analysis of the company in a global environment, identify countries with high purchasing power for the company's products, conduct a market and competition analysis, choose the best market-country, and finally, determine the most appropriate penetration strategy, developing the corresponding Marketing plan.