BUSINESS INFORM №1-2018

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Section: Management and Marketing
UDC 339.187:339.54
Shtal T. V., Kozub V. O., Nakhmetov A. N.
The Formation of International Marketing Strategy of Company’s Entry Into the External Market (p. 345 - 351)
The article is aimed at substantiating the theoretical and practical aspects of formation of the international marketing strategy of company’s entry into the external market. The concept of «strategy of the company» was considered in detail on the basis of studying works of the well-known foreign and domestic scientists. The use of terms of «strategic marketing» and of «marketing strategy» in the researches of many domestic and foreign economists was analyzed. The most common marketing strategies of company’s entry into the external markets have been grouped and characterized. Based on the study of a number of statements by the leading Ukrainian scientists on international marketing, a definition of strategy of international marketing has been made. The algorithm of formation of the international marketing strategy of company at the external market has been developed. The stages of the process of forming the strategy of international marketing at the company’s entry into the external market have been generalized. The directions of assessment of the international marketing activity of company according to the efficiency of development of marketing strategies at the external market have been suggested.
Keywords: strategy of company, strategic marketing, strategy of marketing, strategies of international marketing, formation of strategy of international marketing, external market.
Fig.: 2. Tabl.: 1. Bibl.: 20.

Shtal Tetyana V. – Doctor of Sciences (Economics), Professor, Dean, Faculty of International Economics and Entrepreneurship, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Kozub Viktoriia O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and Foreign Economic Activity Management, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Nakhmetov Arzu N. – Masters Student, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Shtal, Tetyana V., Kozub, Viktoriia O., and Nakhmetov, Arzu N. (2018) “The Formation of International Marketing Strategy of Company’s Entry Into the External Market.” Business Inform 1:345–351.

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