International marketing in times of sustainability and digitalization

Download or read book International marketing in times of sustainability and digitalization written by Erika Graf and published by Walter de Gruyter GmbH & Co KG. This book was released on 2023-03-20 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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!