Intercultural Marketing in the Digital Age

This book explains the most important principles of international marketing against the backdrop of digitalisation, the platform economy and global transparency. It also reassesses the culture factor in the context of a networked economy. Culture continues to have a strong influence on consumption and opens up new opportunities, but must also be considered in order to avoid serious mistakes, as many failed international marketing campaigns have shown time and again. Only people-oriented marketing can be successful, and a careful balance must be struck between standardisation and differentiation.
The author describes important levers in the marketing mix for globally distributed products, provides numerous examples and explores the following questions: How do I plan international marketing strategically and operationally? What.