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: | |
| 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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Table of 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