EAN: 9783110772227

INTERNATIONAL MARKETING IN TIMES OF SUSTAINABIL...

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!

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