International marketing in times of sustainability and digitalization / Erika Graf.

Format:

Book

Author/Creator:

Graf, Erika, Author.

Language:

English

Physical Description:

1 online resource (XX, 301 p.)

Edition:

1st ed.

Place of Publication:

Berlin ; Boston : De Gruyter, [2023]

Language Note:

In English.

Summary:

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!

Contents:

Frontmatter

Acknowledgements

Advance praise

About the author

Contents

Preface

Chapter 1 Scope and challenges of international marketing

Chapter 2 Assessment and selection of international markets

Chapter 3 Consumer behavior in international markets

Chapter 4 International marketing research

Chapter 5 Segmentation, targeting and positioning

Chapter 6 Foreign operation modes

Chapter 7 International product and service decisions

Chapter 8 International pricing decisions

Chapter 9 International distribution decisions

Chapter 10 International communication decisions

Chapter 11 International sales management

Chapter 12 Organization, leadership and control in international marketing

References

List of figures

List of tables

Index

Notes:

Description based on online resource; title from PDF title page (publisher's Web site, viewed 28. Mrz 2023)

ISBN:

3-11-077231-0

OCLC:

1374541189