International marketing in times of sustainability and digitalization

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!*** 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. Acknowledgements Advance praise About the author Contents Preface Chapter 1 Scope and challenges of international marketing Chapter 2 Assessment and selection of international markets Chapter 3 Consumer behavior in international markets Chapter 4 International marketing research Chapter 5 Segmentation, targeting and positioning Chapter 6 Foreign operation modes Chapter 7 International product and service decisions Chapter 8 International pricing decisions Chapter 9 International distribution decisions Chapter 10 International communication decisions Chapter 11 International sales management Chapter 12 Organization, leadership and control in international marketing References List of figures List of tables Index