International marketing in times of sustainability and digitalization
eBook - ePub

International marketing in times of sustainability and digitalization

Erika Graf

  1. 321 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

International marketing in times of sustainability and digitalization

Erika Graf

Book details
Table of contents
Citations

About This Book

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!

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Yes, you can access International marketing in times of sustainability and digitalization by Erika Graf in PDF and/or ePUB format, as well as other popular books in Business & Marketing internazionale. We have over one million books available in our catalogue for you to explore.

Information

Publisher
De Gruyter
Year
2023
ISBN
9783110772401
Edition
1
Topic
Business
Subtopic
Marketing internazionale
Index
Business

Table of contents

  1. Title Page
  2. Copyright
  3. Contents
  4. About the author
  5. Chapter 1 Scope and challenges of international marketing
  6. Chapter 2 Assessment and selection of international markets
  7. Chapter 3 Consumer behavior in international markets
  8. Chapter 4 International marketing research
  9. Chapter 5 Segmentation, targeting and positioning
  10. Chapter 6 Foreign operation modes
  11. Chapter 7 International product and service decisions
  12. Chapter 8 International pricing decisions
  13. Chapter 9 International distribution decisions
  14. Chapter 10 International communication decisions
  15. Chapter 11 International sales management
  16. Chapter 12 Organization, leadership and control in international marketing
  17. Index