Nowadays we can find marketing on every step of our way, but the experts have different approaches when it comes to defining it. The accepted definition in academic circles says that marketing is a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing needs to satisfy customers wants and needs, it needs to make its demand and an adequate supply. The most important part is a trade, the transfer of tangible and intangible goods between two or more parties involved. In this age of globalization comes another term, the term of international marketing which is an integral part of marketing and as such is applied in foreign markets. Market is set of real and potential customers of a certain product or service. The potential market is the most important market for a company and the company needs to focus on it if a success is what it wants. Today a lot of companies have no choice but to go international for many different reasons. It is very important to establish a good communication on the international market because of the differences. The objective of the international marketing communication is to stimulate consumer demand and to emphasize the values which are offered from a company. Marketing communication also leads to a term of promotion which is an integral part of marketing mix. Promotion is any form of communication used to inform, persuade, or remind people about company products, services, image and ideas. For the promotional purposes a company needs to make a good research about the target market, its culture, language, laws, trends and similar in order to reach a costumer in a better way. It also needs to choose the best form of the promotional activity. Promotion includes marketing activities like advertising, personal selling, sales promotion, public relations and direct marketing. A company needs to make a good promotional mix. Some researches show that the surrounding will change in the future. They also say that most of the companies will turn to international management. These companies just need to be up to date in order to serve the customers better than the competitors. That way their work would be profitable in a long term.