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Intercultural marketing in the digital age

International Marketing Strategy Globalization Standardization and Differentiation in Marketing Cultural Challenge in Marketing Motives and Challenges of Internationalization International Brand Management Ethnomarketing Chinese Muslims Platform Economy Culture Factor Global Brands Global Brands Analyze Customer Needs International Negotiation

Authors and affiliations

  1. 1.University of Applied ManagementIsmaningGermany

About the authors

Prof. Dr. Doris Gutting has been teaching marketing and intercultural management since 2003, and has been a professor at the Ismaning University of Applied Management since 2007. Before that, she worked for a consulting firm and as Marketing Communications Director for a company in Singapore.

Bibliographic information

  • Book Title Intercultural Marketing in the Digital Age
  • Book subtitle strategies for global market success
  • Authors Doris Gutting
  • DOIhttps: //doi.org/10.1007/978-3-658-29429-8
  • Copyright InformationSpringer Fachmedien Wiesbaden GmbH, part of Springer Nature2020
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-658-29428-1
  • eBook ISBN978-3-658-29429-8
  • Edition Number1
  • Number of PagesXIII, 216
  • Number of Illustrations1 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site