Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing

Tarnanidis, Theodore · Vlachopoulou, Maro

Apr 2025 · IGI Global

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482

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About this ebook

In the digital age, global marketing management plays a crucial role in navigating the complexities of a highly interconnected and rapidly evolving world. Companies must balance technological advancements with cultural sensitivity, adapting their strategies to meet the unique legal, economic, and social conditions of each market. The rise of strategic partnerships and global alliances highlights the importance of collaboration in addressing these challenges. By embracing innovative approaches, businesses can create effective marketing programs that resonate with diverse audiences, fostering growth and competitiveness on a global scale.

Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing examines the ongoing trends in global marketing management strategies within the digital domain. It identifies and analyzes the key challenges of marketing and management transformation in the digital age, particularly in diverse cultural and cross-cultural business contexts, and their influence on both domestic and international marketing strategies. Covering topics such as artificial intelligence (AI), entrepreneurship, and sustainable consumption, this book is an excellent resource for academicians, researchers, students, consultants, technology developers, policymakers, and more.

About the author

Theodore Tarnanidis is a marketing scholar, adjunct professor at the International Hellenic University and researcher in Applications of D.Sc. and MCDA. Theodore has six years experience as a marketing and decision making practitioner. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on International Marketing, Multi-cultural Marketing, Marketing Management, Consumer Science by Means of Rank-Coded Data, Preference Measurement Techniques, Quantitative Methods & Structural Equation Modelling. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals (Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism, Marketing Science & Inspirations, Management Science Letters). He has published multiple books in the area of business and management (IGI Global).

Maro Vlachopoulou is a Professor at the Department of Applied Informatics, Dean of the School of Information Sciences, University of Macedonia, Greece. Degree in Business Administration, Aristotle University of Thessaloniki, Greece (1978). Degree in Law, Aristotle University of Thessaloniki, Greece (1989). Postgraduate studies in Marketing, University of Mannheim, Germany (1981), and MBS in Business Administration, Aristotle University of Thessaloniki (1987). PhD in Marketing Information Systems, University of Macedonia, Department of Applied Informatics, Greece (1992). Visiting research professor at the University of Sunderland, UK (1995). Her professional expertise, research and teaching interests include: Digital Marketing, Marketing Information Systems, E-Business/ e-marketing models, emarketplaces, E-Business plan, new technologies and marketing, mobile Business / marketing, SEO & SEM, social media / networks and marketing, ERP (Enterprise Resource Planning), CRM (Customer Relationship Management) systems, Supply Chain Management (SCM) Systems, Knowledge management systems, e-supply chain management / logistics, with particular emphasis on specific applications (agrifood, e-trust, e-health, government, tourism, environment). She has published over 100 papers in scientific journals and organized numerous of conferences. [Editor]

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