International marketing in times of sustainability and digitalization

Erika Graf

• Editorial: De Gruyter
• Año: 2023
• ISBN:
  9783110772401
• Edición: 1
• Categoría: Negocios y empresa
• Categoría: Marketing internacional

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!