International marketing in times of sustainability and digitalization
eBook
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.
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.
Graf, Erika
| ISBN | 9783110772401 |
|---|---|
| Article number | 9783110772401 |
| Media type | eBook - ePUB |
| Copyright year | 2023 |
| Publisher | Walter de Gruyter GmbH & Co.KG |
| Length | 321 pages |
| Language | English |
| Copy protection | Digital watermarking |
