O impacto das guerras nas estratégias de marketing internacional
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The Impact of Wars on International Marketing Strategies examina a forma como as guerras e os conflitos armados remodelam fundamentalmente os mercados internacionais e as decis�es de marketing das empresas. O livro analisa os efeitos dos conflitos no comportamento dos consumidores, na fixa��o de pre�os, nos sistemas de distribui��o e nas estrat�gias promocionais, demonstrando como os modelos tradicionais de marketing orientados para o crescimento se tornam inadequados em situa��es de instabilidade prolongada.Utilizando uma metodologia descritiva e anal�tica apoiada por dados emp�ricos, o livro mostra como as guerras perturbam as cadeias de abastecimento globais, aumentam a volatilidade dos pre�os, enfraquecem a confian�a na marca e aceleram a mudan�a para o marketing digital e a flexibilidade estrat�gica. Defende que o marketing internacional em ambientes de conflito deve passar da expans�o orientada para a efici�ncia para a resili�ncia, a tomada de decis�es �ticas e a estrat�gia adaptativa.O livro destina-se a acad�micos, decisores pol�ticos, profissionais de marketing e decisores que procuram um quadro estruturado e pr�tico para compreender e gerir o marketing internacional em condi��es de guerra, risco geopol�tico e crise cont�nua.
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