Overview

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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9783110772227

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The book succeeds in a very clever way to present the basics of international marketing and at the same time introduces sustainability and digitalization as cross-sectional functions to these basics. The book thus addresses the challenges for international marketing in a very appropriate way and provides important insights Dr. Tim Alexander Herberger, Assoc. Professor at Andrassy University, Hungary In the next 5 years, most companies will come across a fundamental change through digitalization of business models and fully embracing sustainability in everything they do. Only full customer orientation will lead to success. The book gives very practical insights and recommendations how to holistically get prepared for these changes and developments. Dr. Rudiger Kraege, Chief Commercial Officer at BRITA Group, Germany A very comprehensive marketing book that focuses on the future global marketing challenges. Definitely a marketing must-read! Victor Cabral, Lecturer at Amsterdam School of International Business, The Netherlands

"""The book succeeds in a very clever way to present the basics of international marketing and at the same time introduces sustainability and digitalization as cross-sectional functions to these basics. The book thus addresses the challenges for international marketing in a very appropriate way and provides important insights"" Dr. Tim Alexander Herberger, Assoc. Professor at Andrássy University, Hungary ""In the next 5 years, most companies will come across a fundamental change through digitalization of business models and fully embracing sustainability in everything they do. Only full customer orientation will lead to success. The book gives very practical insights and recommendations how to holistically get prepared for these changes and developments."" Dr. Rüdiger Kraege, Chief Commercial Officer at BRITA Group, Germany ""A very comprehensive marketing book that focuses on the future global marketing challenges. Definitely a marketing must-read!"" Victor Cabral, Lecturer at Amsterdam School of International Business, The Netherlands"

"""The book succeeds in a very clever way to present the basics of international marketing and at the same time introduces sustainability and digitalization as cross-sectional functions to these basics. The book thus addresses the challenges for international marketing in a very appropriate way and provides important insights"" Dr. Tim Alexander Herberger, Assoc. Professor at Andr�ssy University, Hungary ""In the next 5 years, most companies will come across a fundamental change through digitalization of business models and fully embracing sustainability in everything they do. Only full customer orientation will lead to success. The book gives very practical insights and recommendations how to holistically get prepared for these changes and developments."" Dr. R�diger Kraege, Chief Commercial Officer at BRITA Group, Germany ""A very comprehensive marketing book that focuses on the future global marketing challenges. Definitely a marketing must-read!"" Victor Cabral, Lecturer at Amsterdam School of International Business, The Netherlands"

Author Information

Erika Graf has worked in marketing and sales in a large multinational corporation and a medium-sized family business. She is a professor for International Management at the University of Applied Sciences in Frankfurt, Germany.

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