Publications in IJPSC

2025

1. Research Article

   Adaptation of the Marketing Mix as a Component of the Strategy of Entering a New Market

   Anastasiia Pozniakova, Krystyna Tarasova

   doi:10.61030/BSUM4753 PDF

   Abstract

   The article examines the strategic significance and specific features of adapting the marketing mix in international markets. The relevance of the chosen topic is driven by the spread of globalization processes and companies’ desire to expand beyond national boundaries. There is a need to reach an international consumer audience and ensure competitiveness, which requires companies to put additional effort into researching and organizing a marketing mix that aligns with market characteristics, leading to the necessity of its adaptation. The article explores the marketing mix’s adaptation as a vital component of a company’s international expansion strategy. The primary tasks of the study include analyzing the marketing mix, approaching its formation, and examining the specific features of adapting its elements. To achieve the goal, methods of analysis, systematization, synthesis, and graphic methods of information presentation were used. In this way, the composition and essence of the marketing mix elements have been considered. The methodology for assessing a company’s marketing strategy, which highlights the need for adapting the marketing mix, is presented and analyzed. The advantages and disadvantages of adapting individual elements of the mix are identified, and the specifics of their formation according to general market trends are clarified.

   Keywords Marketing mix; International markets; Marketing adaptation; Marketing strategy; Elements of marketing; Enterprise

Research areas

• Organizational Change 1
• Psychology 1
• Strategic Communication 1

Article keywords Marketing mix; International markets; Marketing adaptation; Marketing strategy; Elements of marketing; Enterprise

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Affiliations

As stated in the articles at the time of publication; not necessarily the current position.

Co-authors

• Krystyna Tarasova 1