Modified conditions of trading on the international market demand to corrections in a business acting of the international marketing concept, which means a different approach to the international marketing functions. Transformations in a functioning of the international market on a macro and micro level also press on a different approach to the implementation of entire international marketing activities. It is necessary to keep in sight, that most recently the strategic approach to marketing corresponding a qualitative most important innovation in the implementation of international marketing concept. The last decade of the 20th century presented a number of important implications on the style of managing entire international business of contemporary companies, especially by point of view the marketing aspect of market and consumers, whicih in a theory and in a business practice resulted in a different define of international marketing engage.
Aleksandar Grubor. "Marketing I Globalizacija - MeĐUnarodni Marketing Program." Montenegrin Journal of Economics. vol. 1, no. 2, 2005, p. 125
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