Philippe Borgeaud; Maya Burger; Fritz Graf; Jacques D J Waardenburg; Axel Michaels; Daria Pezzoli-Olgiati; Erika Stolz Verlag Peter Lang (2001) Pehmeäkantinen kirja
Philippe Borgeaud; Fritz Graf; Axel Michaels; Jacques D J Waardenburg; Daria Pezzoli-Olgiati; Erika Stolz Verlag Peter Lang (2000) Pehmeäkantinen kirja
De Gruyter Sivumäärä: 321 sivua Asu: Pehmeäkantinen kirja Julkaisuvuosi: 2023, 20.03.2023 (lisätietoa) Kieli: Englanti
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!
