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International Marketing in Times of Sustainability and Digitalization

International Marketing in Times of Sustainability and Digitalization

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pvp.39,95 €

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  • ISBN:9783110772227
  • Editorial: De Gruyter
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:305
  • Idiomas:Ingles

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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.

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