International Marketing

At a time when digitalization and globalization are radically transforming the way businesses operate, the book  International Marketing by Keegan & Green comes to fill a substantial gap in knowledge and education in the field of international business. Outward orientation is now a basic prerequisite for survival and growth, especially for Greek businesses, which are called upon to respond to the challenges of the global market.

 The book offers a complete, modern, and holistic approach to the science of marketing at an international level, focusing on both theoretical concepts and their practical application. With a friendly tone and clear structure, it analyzes internationalization strategies, cultural differences, sustainability, corporate social responsibility, and the role of new technologies in marketing. Special emphasis is given to intercultural awareness, making the work a valuable tool for students, instructors, and professionals.

What the book offers:

· Modern and in-depth knowledge of international marketing, based on the latest developments in the global market.

· Applied approach, with a plethora of real examples, case studies and excerpts from experts in the field.

· Visualized content with graphs, diagrams, and tables that enhance understanding.

· Reflection and evaluation questions in each section for self-assessment and active learning.

· Educational orientation, with a structure that allows for easy integration into teaching.

· Connection to the needs of the Greek reality, where the need for executives with knowledge of international marketing strategy is imperative.

International Marketing is an ideal guide for anyone who wishes to deeply understand the dynamic and multifaceted field of global marketing as it combines scientific validity with practical value.