Tackling Emerging Issues in International Marketing

Ms. Anandasrinivasan Deviprabha

Abstract

Emerging issues in international marketing present new challenges and opportunities for businesses operating in the global marketplace. This chapter provides a concise overview of key emerging issues in international marketing and their implications for businesses. It explores trends such as digital transformation, sustainability, cultural sensitivity, and geopolitical uncertainties. The chapter also examines the impact of these emerging issues on marketing strategies, consumer behavior, and market entry decisions. By understanding and addressing these emerging issues, businesses can adapt their marketing approaches, enhance their competitiveness, and capitalize on new market opportunities in the global arena.