MARKETING AS A SUCCESS FACTOR IN PLANNING THE INTERNATIONALIZATION OF BRAZILIAN SMALL BUSINESSES

Abstract

This article demonstrates the relevance of marketing in the process of internationalization of small businesses in Brazil, composed of micro-enterprises, individual micro-entrepreneurs and small businesses. The increase in this phenomenon, within a global context, is associated with economic, scientific, and technological changes that characterized the end of the 20th century, whose performance corroborated the urgency of a new development model, where the main competitive differential is in the capacities of continuously seek knowledge and innovation, considering the forces that govern the economy. The globalization of an organization involves everything from exporting products and services to identifying the best marketing strategies. The present work aims to address the importance of using marketing in the plan of inclusion of small businesses in Brazil in international trade, through bibliographic research.