Overview

In recent decades, international marketing has undergone a profound metamorphosis, shaped by technological advances, widespread digitalization and unprecedented economic integration in the European space. In Central Europe - a region encompassing dynamic economies such as Germany, Austria, Switzerland, Poland, Hungary and the Czech Republic - marketing has become a key strategic instrument for the competitiveness and consolidation of companies in a highly globalized environment. The cultural and technological change that has characterized this region in the 21st century has driven a transition from traditional promotional models to digital, personalized and ethically responsible strategies.

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