Economic Themes (2012) 50 (4) 9, 571-597
Sreten Ćuzović, Svetlana Sokolov-Mladenović
Abstract: The internationalization of trade indicates the possible direction of strategy of growth and development on international and global scale. This business can be done ad hoc, but implies a careful design and orientation of activities. In other words, it is necessary to carefully consider the possible strategy of internationalization based on clear and proven marketing guidelines. Thus, trade marketing dimension of internationalization comes to the forefront, which is the subject of this paper. Through theoretical and practical research will try to answer questions that come to mind to retailers in the determination of business outside the national market, namely: 1) whether to operate outside the national market? 2) Where to perform? 3) What program of marketing activities to present with in the foreign market? For this reason, the focus is firstly on the theoretical basis of marketing international trading companies, and then the practical analysis with special emphasis on the Serbian market.
Keywords: nternationalization; trade; marketing; marketing mix; the Serbian market
MARKETING DIMENSION OF THE INTERNATIONAL TRADE COMPANIES WITH SPECIAL EMPHASIS ON THE SERBIAN MARKET
Sreten Ćuzović, Svetlana Sokolov-Mladenović
Abstract: The internationalization of trade indicates the possible direction of strategy of growth and development on international and global scale. This business can be done ad hoc, but implies a careful design and orientation of activities. In other words, it is necessary to carefully consider the possible strategy of internationalization based on clear and proven marketing guidelines. Thus, trade marketing dimension of internationalization comes to the forefront, which is the subject of this paper. Through theoretical and practical research will try to answer questions that come to mind to retailers in the determination of business outside the national market, namely: 1) whether to operate outside the national market? 2) Where to perform? 3) What program of marketing activities to present with in the foreign market? For this reason, the focus is firstly on the theoretical basis of marketing international trading companies, and then the practical analysis with special emphasis on the Serbian market.
Keywords: nternationalization; trade; marketing; marketing mix; the Serbian market
