Role of international marketing in a globalized economy while forming of economic security

Abstract

The roleof marketing techniques in the world economy under the conditions of crisis economy is considered. It is defined that the paradigm of forming the essence of market economy is based on the techniques of international marketing. It is proved that international marketing is the key concept of strategic management of the subjects functioning in international relations. The conceptual model of international economic security which is based on the interconnection with international marketing in world economy is improved. According to theresults of analysis of the model of interconnection between the system of “international economic security” and “international marketing”, the key principles of forming “international marketing” as independent scientific field under the conditions of active globalization in the world economy are identified. The necessity of developing the processes of implementing and usage of international marketing techniques in case of international economic security under the conditions of world economy is confirmed.