Name: International Marketing in Times of Sustainability and Digitalization (en Inglés)
Price: 35560.00 CLP
Availability: InStock
Author: Graf, Erika:
ISBN: 9783110772227

portada International Marketing in Times of Sustainability and Digitalization (en Inglés)

Formato

Libro Físico

Editorial

De Gruyter

Autor

Graf, Erika:

Idioma

Inglés

Encuadernación

Tapa Blanda

ISBN13

9783110772227

International Marketing in Times of Sustainability and Digitalization (en Inglés)

Graf, Erika: (Autor) · De Gruyter · Tapa Blanda

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Reseña del libro "International Marketing in Times of Sustainability and Digitalization (en Inglés)"

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!