A study of transformational trends in international marketing in the dual context of globalisation and digitalization

Abstract

With the advent of globalisation and digitalisation, the face of international marketing is undergoing unprecedented changes. This study aims to explore the transformational trends of international marketing in the context of globalisation and digitalisation, and to provide a systematic analysis and overview of its development. The article first analyses the evolution of international marketing in the context of globalization and how this context is driving the transformation of marketing strategies. Further, the study looks at the advancement of digital technologies, especially tools and channels such as big data, artificial intelligence, and social media, and how they are influencing consumer behaviour and bringing about revolutionary changes in marketing strategies. Issues related to cross-cultural marketing strategies are also discussed, including how cultural differences affect marketing strategies in the global marketplace and how marketers can implement localised and globalised standardised strategies in different markets. The study also focuses on legal and ethical issues in the international marketing environment, exploring the importance of intellectual property protection in international trade, legal constraints in cyberspace, and the challenges of transnational privacy protection