International Marketing in Times of Sustainability and Digitalization
- 6h 29m
- Erika Graf
- De Gruyter Inc
- 2023
Given today's challenges, companies are confronted with pressing questions: Are marketing and sustainability a contradiction? How can digitalization support marketers beyond digital advertising? These questions must be addressed in an international context since, for most companies, international business is more a reality than just a strategic option as it was just a few decades ago.
This book provides insights into the fundamentals of international marketing with a focus on these topics because they are commonplace in today's international marketing. It presents theories and concepts of international marketing in a concise form along with many real-world examples. The book explores how digitalization makes potential connections and advances available to marketing and how marketing can contribute to shaping a more sustainable future. It is a must read for students interested in the topic and managers who are confronted with these challenges.
Supplementary materials for the book are available!
- A compact and concise compilation of contemporary topics in international marketing.
- This book is targeted at students and practitioners looking for an introduction into international marketing in light of digitalization and sustainability.
About the Author
Erika Graf has worked in marketing and sales in a large multinational corporation and a medium-sized family business. She is a professor for International Management at the University of Applied Sciences in Frankfurt, Germany.
In this Book
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Scope and Challenges of International Marketing
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Assessment and Selection of International Markets
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Consumer Behavior in International Markets
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International Marketing Research
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Segmentation, Targeting and Positioning
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Foreign Operation Modes
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International Product and Service Decisions
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International Pricing Decisions
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International Distribution Decisions
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International Communication Decisions
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International Sales Management
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Organization, Leadership and Control in International Marketing
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References
