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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id 9783110772319
lccn 2022950211
ctrlnum (DE-B1597)612444
(OCoLC)1374541189
collection bib_alma
record_format marc
spelling Graf, Erika, author. aut http://id.loc.gov/vocabulary/relators/aut
International marketing in times of sustainability and digitalization / Erika Graf.
Berlin ; Boston : De Gruyter, [2023]
©2023
1 online resource (XX, 301 p.)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
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
restricted access http://purl.org/coar/access_right/c_16ec online access with authorization star
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!
Issued also in print.
Mode of access: Internet via World Wide Web.
In English.
Description based on online resource; title from PDF title page (publisher's Web site, viewed 06. Mrz 2024)
Export marketing.
Green marketing.
Internet marketing.
Digital Marketing.
Global Marketing.
Internationales Marketing.
Nachhaltigkeitsmarketing.
BUSINESS & ECONOMICS / International / Marketing. bisacsh
International Marketing, Global Marketing, Sustainable Marketing, Digitalization in Marketing.
Title is part of eBook package: De Gruyter DG Plus DeG Package 2023 Part 1 9783111175782
Title is part of eBook package: De Gruyter EBOOK PACKAGE Business and Economics 2023 English 9783111319070
Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2023 English 9783111319292
Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2023 9783111318912 ZDB-23-DGG
Title is part of eBook package: De Gruyter EBOOK PACKAGE Economics 2023 9783111318134 ZDB-23-DBV
EPUB 9783110772401
print 9783110772227
https://doi.org/10.1515/9783110772319
https://www.degruyter.com/isbn/9783110772319
Cover https://www.degruyter.com/document/cover/isbn/9783110772319/original
language English
format eBook
author Graf, Erika,
Graf, Erika,
spellingShingle Graf, Erika,
Graf, Erika,
International marketing in times of sustainability and digitalization /
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
author_facet Graf, Erika,
Graf, Erika,
author_variant e g eg
e g eg
author_role VerfasserIn
VerfasserIn
author_sort Graf, Erika,
title International marketing in times of sustainability and digitalization /
title_full International marketing in times of sustainability and digitalization / Erika Graf.
title_fullStr International marketing in times of sustainability and digitalization / Erika Graf.
title_full_unstemmed International marketing in times of sustainability and digitalization / Erika Graf.
title_auth International marketing in times of sustainability and digitalization /
title_alt 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
title_new International marketing in times of sustainability and digitalization /
title_sort international marketing in times of sustainability and digitalization /
publisher De Gruyter,
publishDate 2023
physical 1 online resource (XX, 301 p.)
Issued also in print.
contents 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
isbn 9783110772319
9783111175782
9783111319070
9783111319292
9783111318912
9783111318134
9783110772401
9783110772227
callnumber-first H - Social Science
callnumber-subject HF - Commerce
callnumber-label HF1416
callnumber-sort HF 41416 G73 42023
url https://doi.org/10.1515/9783110772319
https://www.degruyter.com/isbn/9783110772319
https://www.degruyter.com/document/cover/isbn/9783110772319/original
illustrated Not Illustrated
dewey-hundreds 600 - Technology
dewey-tens 650 - Management & public relations
dewey-ones 658 - General management
dewey-full 658.84
dewey-sort 3658.84
dewey-raw 658.84
dewey-search 658.84
doi_str_mv 10.1515/9783110772319
oclc_num 1374541189
work_keys_str_mv AT graferika internationalmarketingintimesofsustainabilityanddigitalization
status_str n
ids_txt_mv (DE-B1597)612444
(OCoLC)1374541189
carrierType_str_mv cr
hierarchy_parent_title Title is part of eBook package: De Gruyter DG Plus DeG Package 2023 Part 1
Title is part of eBook package: De Gruyter EBOOK PACKAGE Business and Economics 2023 English
Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2023 English
Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2023
Title is part of eBook package: De Gruyter EBOOK PACKAGE Economics 2023
is_hierarchy_title International marketing in times of sustainability and digitalization /
container_title Title is part of eBook package: De Gruyter DG Plus DeG Package 2023 Part 1
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