Strategie marketingowe małych i średnich firm na rynkach zagranicznych - ujęcie normatywne

Abstract

The purpose of the paper is describing of the algorism of procedure regarding marketing strategies in normative formulation (with concentration on SMEs) on foreign markets, which make possible achieving market success. To these procedures are included: - creating of company position at home market basing on concentration strategy, - polyphase estimation of the attractiveness of foreign markets, - limited quantity of foreign markets for servicing, - preferring of the entering strategy connected with direct export, - careful selection of trade partner, - building of strong brand on foreign market, - specific segmentation and selection of target market, - standardization of marketing-mix, - wide using of Internet in marketing activity.