International marketing in times of sustainability and digitalization /

International marketing in times of sustainability and digitalization / / 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, internation...

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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
Online Access:
Physical Description:1 online resource (XX, 301 p.)
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245 1 0 |a International marketing in times of sustainability and digitalization /  |c Erika Graf. 
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300 |a 1 online resource (XX, 301 p.) 
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505 0 0 |t Frontmatter --   |t Acknowledgements --   |t Advance praise --   |t About the author --   |t Contents --   |t Preface --   |t Chapter 1 Scope and challenges of international marketing --   |t Chapter 2 Assessment and selection of international markets --   |t Chapter 3 Consumer behavior in international markets --   |t Chapter 4 International marketing research --   |t Chapter 5 Segmentation, targeting and positioning --   |t Chapter 6 Foreign operation modes --   |t Chapter 7 International product and service decisions --   |t Chapter 8 International pricing decisions --   |t Chapter 9 International distribution decisions --   |t Chapter 10 International communication decisions --   |t Chapter 11 International sales management --   |t Chapter 12 Organization, leadership and control in international marketing --   |t References --   |t List of figures --   |t List of tables --   |t Index 
506 0 |a restricted access  |u http://purl.org/coar/access_right/c_16ec  |f online access with authorization  |2 star 
520 |a 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! 
530 |a Issued also in print. 
538 |a Mode of access: Internet via World Wide Web. 
546 |a In English. 
588 0 |a Description based on online resource; title from PDF title page (publisher's Web site, viewed 29. Mai 2023) 
650 0 |a Export marketing. 
650 0 |a Green marketing. 
650 0 |a Internet marketing. 
650 4 |a Digital Marketing. 
650 4 |a Global Marketing. 
650 4 |a Internationales Marketing. 
650 4 |a Nachhaltigkeitsmarketing. 
650 7 |a BUSINESS & ECONOMICS / International / Marketing.  |2 bisacsh 
653 |a International Marketing, Global Marketing, Sustainable Marketing, Digitalization in Marketing. 
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