info:eu-repo/semantics/article https://unilib.phaidrabg.rs/o:2251 Ekonomija: teorija i praksa 4(4) srp Sažetak: Cena jeste integrisani element marketing strategije preduzeća koji neosporno ima uticaj na poslovanje preduzeća. Određena preduzeća svoju konkurentnost isključivo grade na ceni. Razvojem globalnog tržišta, pod uticajem megatrenda globalizacije, definisanje odnosno formiranje međunarodne cene jeste zahtevan složen proces, koji je predmet ovog rada. Cilj rada jeste da se ukaže na najznačajnije faktore koji utiču na formiranje međunarodne cene i da se upozna sa osnovnim oblicima međunarodne cene. Abstract: The cost element is an integral part of any company`s marketing strategy which undoubtedly has an impact on business operations. Certain companies build their competitiveness solely on price. With the development of global markets, influenced by globalization as a mega-trend, the process of price formation an international setting has become a complex and demanding process, which is the subject of this paper. Our aim is to highlight the most important factors, affecting the process of international price formation and get acquainted with the basic forms of international price. Brkanlić, Sandra Raletić, Saša Mačvanin, Nenad Janjušić, Dragan http://creativecommons.org/licenses/by/4.0/legalcode application/pdf 1873154 bytes Formiranje cene u međunarodnom marketingu Formation prices in international marketing Ključne reči: globalizacija; međunarodni marketing; međunarodne cene Key words: globalization, international marketing, international prices 2011