International Marketing

Ulrike Mayrhofer

Ulrike Mayrhofer
Ulrike Mayrhofer, IAE Nice, Université Côte d’Azur, France

Eric Milliot

Eric Milliot
French IB association Atlas AFMI-President, France

In today’s turbulent and uncertain global environment, the field of international marketing is facing new challenges linked to the constant evolution and high diversity of customer expectations. This track welcomes papers focusing on the analysis of global markets and the implementation of international marketing strategies and marketing-mix decisions. Important questions are: How can companies from mature and emerging economies successfully coordinate product, pricing, distribution and communication policies in a global context? What is the impact of cross-cultural issues on marketing decisions? How does digitalization shape international marketing policies? Comparative studies are especially suitable for this track.
Potential topics include but are not limited to: evolution of customer expectations across countries, analysis of turbulent international markets, elaboration of international marketing strategies, implementation and coordination of international marketing-mix decisions, impact of cross-cultural issues on marketing decisions, digitalization and international marketing, comparative studies

Keywords:
customer expectations; international marketing strategies; cross-cultural issues; digitalization; comparative studies.