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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!
Erika Graf has worked in marketing and sales in a large multinational corporation and a medium-sized family business. She is a professor for International Management at the University of Applied Sciences in Frankfurt, Germany.
Erika Graf has worked in marketing and sales in a large multinational corporation and a medium-sized family business. She is a professor for International Management at the University of Applied Sciences in Frankfurt, Germany.