Improvement of international marketing strategy in the global market

Abstract

Creation of sustainable competitive advantage in the globalized world is a compulsory pre-requisite, if organisation strives to develop its activity in the international market. This competitive advantage is successfully gained by developing innovative international marketing strategies. Abstract marketing strategy models applied so far have to be replaced by integrated models allowing faster and easier interpretation and prediction of events and issues related to market changes and in this way ensuring key breakthrough of innovative business in the international market. This article carries out analysis and synthesis of separate areas of international marketing methodologies, which is aimed at creation of an integrated international marketing strategy, creating a competitive advantage in the global market. A particular attention is paid to the usage of their advantages in order to prepare proposals for the provisions of integrated international marketing strategy for the several business areas: B2B, medical market research, etc.