Kanishchenko O. Methodology and practice of International marketing in Ukraine.

The doctoral thesis is devoted to the research and development of international marketing concept and use of its mechanism by Ukrainian enterprises in their business activity. Author investigates the basic methodological principles, institutional objectives and key factors of international marketing management system, which is evaluated as the method of realization of the Ukrainian businesses' economic interests under the strengthening of the world globalization tendencies. The adaptation parameters of the contemporary world international marketing management paradigm to the Ukrainian economy transformation conditions in macro, mesa and micro levels were identified, and the mechanism of international marketing management system complex use in different stages of business internationalization has been worked out. Author proposes the stratification model of international marketing administrative measures and the advanced procedure of system control and estimation of international marketing effectiveness.It is important for strengthening the Ukrainian enterprises international market positions under the globalization of world economic development. Dissertation contains practical recommendations for the Ukrainian enterprises as to the optimization of their international marketing activities, which is vitally important for strengthening of their international position in the world marketplace.