Defining international marketing in a unique way is very difficult, however, if they were to say that this is a decision shared by the company from the global level, they would not be far from the answer. Taking into account the large number of differentiated products and services that can be found on the market every day, we understand the importance of the task of the company when it comes to marketing. In this regard, great importance in the final decision of the buyer, or consumer, will represent the trust and interest that the company has placed on it through marketing, direct contact or referral from users who have already been in contact with the company. Strictly speaking, services can be tied into products but not necessarily. It would be a mistake to say that they cannot function without each other. However, their connectivity adds an extra dimension and makes the marketing process unique. Services are extremely interesting because they are directly related to the knowledge and abilities of the person or persons providing it. The bottom line is that it is impossible to repeat the identical service twice and thus prove its uniqueness, as well as the weight placed on the company at delivery. The importance of services to the international market is difficult to describe, try to imagine the world without transport, delivery or customer support services. That would be equal to going back several hundred years. As much as it can be said that the international market has built services, the same is true. Globalization is a process that has caused changes in all modes of business, including services. As services are intangible and transmitted through interaction, they may be product related but may also be used as a primary source. In the case of no physical contact between the customer and the service provider, the service can be used over long distances in a short period of time. Based on a survey of the operations of “Croatia Airlines” d.d. conducted for the purpose of writing this thesis, it can easily be concluded that without services it is almost impossible not only to do business but also to live in the present day. “Croatia Airlines” d.d. is a great example to prove the above. The company is in charge of passenger transport, which itself is a transport service, and when added to this by a wide range of services that bind to the main service, it is clear that there is talk of the global importance of services. “Croatia Airlines” d.d. bases business on trust and security, with employees being the most helpful. Highly educated, highly motivated and highly committed to their work, employees 68 create and maintain company connectivity with customers and provide a high level of satisfaction before, during and after service. Such an approach is necessary for a company that wants to do business in the world with a lot of competition. A medium sized business strategy based on international business cooperation is provided by “Croatia Airlines” d.d., the ability to move forward and constantly monitor the changes that are important to it and to adapt quickly to the requirements of the foreign market. The company uses market listening to introduce lines that are interesting and necessary to customers, as well as expand the business network, on time and preferably before competitors. Since “Croatia Airlines” d.d. primarily builds its business by export, that is, flights that have an initial position in the Republic of Croatia, it is not surprising that in the domestic market the company is the first choice for most passengers.