THE WAYS OF EFFECTIVE INTERNATIONAL MARKETING IMPLEMENTATION BY UKRAINIAN COMPANIES
The article deals with the theoretical and practical aspects of international marketing. The main problems and ways of the enterprises functioning in the conditions of globalization and internationalization of the economy were analyzed. In case of entering the global market companies face to fierce competition. In order to generate a sustainable competitive advantage, enterprises need to focus on the state of marketing activities. It is important to understand effective ways of implementing international marketing. In the present conditions entering the foreign markets is exacerbated by the number of issues: enhanced competition; increased risks compared with the activity on a national scale; increased demands on product quality; increasing dependence of the product promotion success on the depth of understanding of the foreign market. Giving due to the research of these issues, it should be noted that in the literature are not lighted and systematized the most perspective ways of effective international marketing implementation. The presented examples of the successful entry into the western markets Ukrainian companies demonstrate that the non-standard business steps, creative and flexible use of marketing methods provides the most effective results.