Practices, Strategies, and Emerging Trends in Marketing for Global Expansion

Name: Practices, Strategies, and Emerging Trends in Marketing for Global Expansion
Brand: Igi Global Scientific Publishing
SKU: 9798337334615
Price: 21187.0 INR
Availability: InStock

by Ricardo Marcão , Vasco Santos

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ISBN13: 9798337334615
Binding: Hardcover
Subject: N/A
Publisher: Igi Global Scientific Publishing
Publisher Imprint: Igi Global Scientific Publishing
Publication Date: April 22, 2026
Pages: 400
Original Price: GBP 166.5
Language: English
Edition: N/A
Item Weight: 1121 grams
BISAC Subject(s): Strategic Planning

About The Book

Businesses face many opportunities and challenges in internationalization. By expanding globally, businesses experience economic growth and increased customer engagement. Using social media and data analytics, businesses personalize their strategies for different customer expectations. Businesses are also likely to receive criticism for their marketing practices and their social impact. It is important for businesses to consider different driving forces, including emotional and cognitive factors, to better strategize and to transform their marketing practices. Practices, Strategies, and Emerging Trends in Marketing for Global Expansion explores the complexities of international marketing, offering a comprehensive analysis of key strategies, theoretical models, and emerging trends in global market expansion. It provides valuable insights into the challenges and opportunities businesses face in internationalization by bridging theory and practice. Covering topics such as social criticism, corporate brand awareness, and small businesses, this book is an excellent resource for business professionals, policymakers, marketing professionals, managers, researchers, academicians, and more.

About The Author

Marcão, Ricardo: - "Ricardo Marcão, PhD, MBA, PMP, is a global expert in Project Management, Strategy, Finance, and Healthcare Innovation, with experience in Pharma, MedTech, IT, and Professional Services. He is Chairman of ICoE Portugal at SCIP, Senior PM at Feedzai, and Professor at ISLA Santarém - Polytechnic University. His work spans Grand Strategy, Democracy, and International Relations, focusing on how geopolitics and competitive intelligence shape global business. He has led major transformations, implemented gamification for engagement and sales, and introduced a risk control model that improved project margins by 20%. From 2022-2023, he led global CRM projects for top pharma firms. Currently combating fraud, Ricardo is also an academic, editor, and speaker, with several books on strategy and innovation. As coordinator of MBA and graduate programs at ISLA Santarém, he develops future leaders at the intersection of business and technology."

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