THEORETICAL FOUNDATIONS AND MODERN APPROACHES TO INTERNATIONAL MARKETING

Abstract

This article explores the theoretical foundations and contemporary approaches to international marketing in the context of globalization and digital transformation. The study analyzes the evolution of international marketing concepts, emphasizing the shift from traditional transactional models toward relationship and value-based strategies. Particular attention is paid to the integration of digital technologies, cultural adaptation, and sustainable marketing practices that shape global market competitiveness. The research also highlights the role of innovation, consumer behavior analysis, and cross-cultural communication in developing effective international marketing strategies. The conclusions provide insights into how companies can enhance their international presence through the application of modern marketing theories and tools.