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Changes in international business environment in the beginning of 90ties had infl uenced marketing strategies of many companies. The main objective of the article is to analyze actual trends and their infl uence on international business activities. The analysis of the main types of international business strategies is made in the introductory part. The process of the segmentation, targeting and positioning is following. International brand management, the third part of the article, focus ondoi:10.18267/j.aop.177 fatcat:5ejdroetjvcp5onn7lexbulcom