International Marketing in Times of Sustainability and Digitalization

ISBN-13: 9783110772227 / Angielski / Miękka / 2023 / 275 str.

Erika Graf

Recenzje

"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

O autorze

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.