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

• Superior document: Title is part of eBook package: De Gruyter DG Plus DeG Package 2023 Part 1
• VerfasserIn: Graf, Erika,
• Place / Publishing House: Berlin ;, Boston : : De Gruyter, , [2023]; ©2023
• Year of Publication: 2023
• Language: English
• Physical Description: 1 online resource (XX, 301 p.)
• Other title: 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
• Format: Mode of access: Internet via World Wide Web.
• ISBN: 9783110772319; 9783111175782; 9783111319070; 9783111319292; 9783111318912; 9783111318134
• DOI: 10.1515/9783110772319
• Access: restricted access
• Hierarchical level: Monograph
• Statement of Responsibility: Erika Graf.

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!