The characteristics of contemporary marketing environment are rapid changes and business discontinuity that requires reassessing the company's competitiveness. The internationalization of marketing is a rational response to the current changes in the global environment and the increasing interdependence, connection and availability of certain segments in the world market. The orientation towards global markets in those conditions becomes inevitable, since it is about creating a new strategic horizon that enables not only an adequate economies of scale, but also the promotion of key success factors and knowledge economies in an altered competitive environment.