International Marketing In Times Of Sustainability And Digitalization Erika Graf by Erika Graf 9783110772319, 3110772310 instant download after payment.

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.

• A compact and concise compilation of contemporary topics in international marketing.
• This book is targeted at students and practitioners looking for an introduction into international marketing in light of digitalization and sustainability.