Marketing in Global Business

Raissa Nozdreva (), Natalya Konina and Elena Ponomareva
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Raissa Nozdreva: MGIMO University
Natalya Konina: MGIMO University
Elena Ponomareva: MGIMO University

A chapter in World Economy and International Business, 2023, pp 707-720 from Springer

Abstract: 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.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:conchp:978-3-031-20328-2_35

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DOI: 10.1007/978-3-031-20328-2_35

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