Marketing Management for Competitive Internationalization - Softcover

Softcover

ISBN 13: 9798337399898

Publisher: Business Science Reference, 2026

Synopsis

Marketing management enables organizations to compete and expand in the global marketplace. As businesses pursue internationalization, effective marketing strategies become essential for identifying opportunities, understanding diverse consumer needs, and positioning products across different cultural and economic environments. Through market research, strategic branding, and adaptive promotional approaches, marketing management helps organizations build competitive advantages. By aligning marketing activities with global business objectives, companies can enter new markets, respond to international competition, and sustain long-term growth in an interconnected world. Marketing Management for Competitive Internationalization examines international marketing management, focusing on new markets, global expansion strategies, and internationalization processes in an increasingly complex, digital, and interconnected global economy. It explores how organizations design, implement, and adapt marketing strategies, considering cultural, technological, institutional, and sustainability challenges. This book covers topics such as international relations, sustainable development, and digital technology, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

About this title

About the Author

Vasco Santos holds a PhD in Business Sciences with a specialization in Marketing from Fernando Pessoa University (PT) and a PhD in Tourism from the University of Seville (ES). He completed a Post-Doc in Innovation Management applied to Sustainable Luxury Tourism at the University of Aveiro (PT), an Habilitation in Management at Europeia University (PT), a Master’s degree in Tourism Marketing and Promotion, and a degree in Hotel Management from the School of Tourism and Technology of the Sea at the Polytechnic of Leiria (PT). He is the CEO and Founder of VRS Hospitality Consulting, an Adjunct Professor at the Polytechnic Institute of Tomar, a member of its Research and Innovation Support Office (GAII), and a guest lecturer at ISLA Santarém – Polytechnic Institute. Vasco is an integrated researcher at NECE - Research Centre for Business Sciences at the University of Beira Interior (PT), a collaborative researcher at GOVCOPP - Competitiveness, Innovation, and Sustainability Research Group at the University of Aveiro (PT), and CITUR Leiria – Centre for Tourism Research, Development and Innovation at the Polytechnic Institute of Leiria (PT). He is also a founding member of the National Tourism Platform (PNT) and served as principal investigator for the IC&DT project “Wine Experience and Sensations: Exploring Wine Culture and Heritage in the Tejo Region,” co-funded by the European Union. Editor-in-Chief of the International Journal of Digital Marketing, Management, and Innovation (IJDMMI) (IGI Global), Vasco has contributed as a reviewer, author, and editor for book projects with Emerald Publishing, Routledge Publishing, and IGI Global Publishing. His works are published in refereed international journals, conference proceedings, books, and book chapters.

Edition details

• Publisher: Business Science Reference
• Publication date: 2026
• Language: English
• ISBN 13: 9798337399898
• Binding: Paperback
• Number of pages: 386
• Editor: Santos Vasco