Purpose The purpose of this paper is to explore the opportunities and challenges facing
firms in this new digital era concerning their international marketing strategy and examine …

Advances in information technology have constantly impacted upon the global marketing
strategies of firms. This paper assesses the implications that an Internet presence can bring …

Purpose This study's purpose is to analyze the international mobile marketing (IMK) in order
to stage the importance of this tool in the internationalization of companies. Our …

Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

This article critically examines the internet's limitations and roles in international marketing.
Within the context of international marketing, applications of the internet can be …

The recent explosion of international business activity on the World Wide Web will have a
profound impact on the study and practice of international marketing as we move towards …

Now in its fourth edition, this successful introduction to international marketing has been
thoroughly revised, updated and developed throughout to reflect the most recent …

The adoption of digital communications, facilitated by Internet technology, has been among
the most significant international business developments of the past 25 years. This article …

Advertising through digital channels—known as Digital Marketing—is recognized for its
transformative impact on companies and for its immense effect on brand–consumer …

Fully updated and revised, the eighth edition of this popular text reflects the changing focus
of international marketing and ensures students are fully up-to-date with the challenges …