The purpose of this article is to highlight key advantages, study the phenomenon and role of marketing, and identify ways and strategies for a company to enter the world market. To achieve this goal, an analysis of the structure of international marketing was carried out, its characteristic features were investigated, and a comparative analysis of Russian experience in this area was carried out on the basis of a review of successful examples of Russian companies operating in the world market. For the analysis, the method of «case-study» (situational analysis) was used. Based on the results of the study, recommendations were given on how to conduct the most effective marketing activities, which help bring companies to an international level.