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2023 | OriginalPaper | Chapter

Marketing in Global Business

Authors : Raissa Nozdreva, Natalya Konina, Elena Ponomareva

Published in: World Economy and International Business

Publisher: Springer International Publishing

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Abstract

This chapter takes a close look at marketing in global business and the authors highlight the benefits, prospects and progressiveness of globalization and digitalization strategies in international marketing, global business and the external market environment. Modern features of the means of communications of global companies and new technologies for the formation of global brands are considered, forms of hybridization of marketing tools are determined, including phygital, omnichannel promotion and contactless sales across new digital frontiers and the implementation of the empirical concept in world trade activities.

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Literature
go back to reference Kotler, P., Armstrong, G., Harris, L., & He, H. (2019). Principles of Marketing (8th ed., p. 29). Pearson Education. Kotler, P., Armstrong, G., Harris, L., & He, H. (2019). Principles of Marketing (8th ed., p. 29). Pearson Education.
go back to reference Kotler, P., Kartajaya, H., & Alaydrus, A. (2021a). Megamarketing in The Post-Pandemic Era: Rebalancing Political and Social Power. Journal of Macromarketing, 41(2), 194–200.CrossRef Kotler, P., Kartajaya, H., & Alaydrus, A. (2021a). Megamarketing in The Post-Pandemic Era: Rebalancing Political and Social Power. Journal of Macromarketing, 41(2), 194–200.CrossRef
go back to reference Kotler, P., Kartajaya, H., & Setiawan, I. (2021b). Marketing 5.0: Technology for Humanity. John Wiley & Sons. Kotler, P., Kartajaya, H., & Setiawan, I. (2021b). Marketing 5.0: Technology for Humanity. John Wiley & Sons.
Metadata
Title
Marketing in Global Business
Authors
Raissa Nozdreva
Natalya Konina
Elena Ponomareva
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-031-20328-2_35

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