Overview

International marketing plays a pivotal role in how companies navigate the complexities of globalization, cultural diversity, and rapidly evolving digital landscapes. Understanding how to effectively enter and operate in foreign markets is essential for business growth, innovation, and long-term sustainability. As digital transformation reshapes consumer behavior and business models, companies must adapt their strategies to stay competitive and relevant across borders. Exploring the dynamics of cross-cultural communication, regulatory environments, and digital tools helps professionals make informed, impactful decisions in the global marketplace. This area of study supports the development of globally minded leaders capable of driving inclusive and adaptive business practices. Marketing Strategies for the Internationalization of Businesses and Brands provides a comprehensive and up-to-date analysis of international marketing. It focuses on the changes and challenges companies face in today s globalized world. Covering topics such as artificial intelligence, e-commerce, and social media, this book is an excellent resource for educators, researchers, academicians, marketing professionals, business leaders and executives, and more.

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Sandrina Teixeira is Professor of Marketing at the School of Accounting and Administration of Porto, Polytechnic Institute of Porto. Sandrina has a PhD in Marketing and Advertising from the University of Vigo. Her main research areas are digital marketing, digital communication and consumer behaviour. She has authored and co-authored several indexed scientific publications. Sandrina was Director of CEOS.PP - Centre for Organisational and Social Studies at the Polytechnic of Porto and coordinates a line of research into Marketing Strategies and Digital Communication. She organises the annual Digital Marketing and Branding Workshop at the International Conference on Marketing and Technologies - ICMarkTech and other international events, is a member of the Scientific Council of indexed international journals, and is a member of the Scientific Committee of various events. He participates in funded projects and is a member of international partnerships. Sandra Lizzeth Hernández Zelaya is a marketing professor at the Faculty of Communication of the Pontifical University of Salamanca (Spain). She holds a bachelor degree in international marketing and business and has three master degrees related to marketing management, business management and research in management and business economics research. She completed a PHD(International Mention) in Human and Social Sciences where her research line focused on marketing and has the ANECA accreditation -Assistant Professor. During her doctoral studies he completed several research stays at the University of Economics of Vienna (Austria), Technical University of Dortmund (Germany) and the Techonological Central American University (Honduras). She has academic experience as a professor and researcher in national and foreign universities. She is currently continuing her research work as part of the research team on innovation and business creativity at the Pontifical University of Salamanca in Spain. She has been international relations coordinator at the faculty of Communications at UPSA. She has professional experience in brand management, loyalty programs, and business communication in various companies in the pharmaceutical sector, supermarkets, and consumer product distributors.

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