International marketing in times of sustainability and digitalization (ePub)
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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!
- Autor: Erika Graf
- 2023, 321 Seiten, Englisch
- Verlag: Walter de Gruyter
- ISBN-10: 311077240X
- ISBN-13: 9783110772401
- Erscheinungsdatum: 20.03.2023
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: ePub
- Grösse: 5.38 MB
- Ohne Kopierschutz
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