marketing strategies

In this article the author elaborates on issues of services internationalisation in the context of contemporary changes, taking place in global and national markets. From a theoretical aspect, the writer is about to review international companies orientation, emphasising specification of international services turnover. From empirical aspect, based on the author’s own research, functional strategies conducted by Polish service companies in an international market are analysed.

The concept of a international marketing strategy and the impact of environment on strategies are under consideration. The process of involvement of enterprises in international marketing is put forward. The outcomes of the research would show how difficult is to create international marketing strategies.

The construction sector is a very important branch of economy, substantially influencing its development. In the recent years one can observe a high dynamism of this sector's development in Poland, determined mainly by infrastructure development connected with organizing Euro 2012, as well as construction projects realized by local governments and financed by the European Union. The article presents the analysis of the cement trade in Poland accompanied by the changes occurring in the construction sector.