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Marketing in Global Business

In: World Economy and International Business

Author

Listed:
  • Raissa Nozdreva

    (MGIMO University)

  • Natalya Konina

    (MGIMO University)

  • Elena Ponomareva

    (MGIMO University)

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.

Suggested Citation

  • Raissa Nozdreva & Natalya Konina & Elena Ponomareva, 2023. "Marketing in Global Business," Contributions to Economics, in: Alexander Bulatov (ed.), World Economy and International Business, pages 707-720, Springer.
    • Handle: RePEc:spr:conchp:978-3-031-20328-2_35
    DOI: 10.1007/978-3-031-20328-2_35
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