Erika Graf

International marketing in times of sustainability and digitalization (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: De Gruyter
• Seitenzahl: 321
• Erscheinungstermin: 20. März 2023
• Englisch
• ISBN-13: 9783110772401
• Artikelnr.: 67366925

Autorenporträt

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.