Successfully tapping into transformation countries

China, India, Russia: Transformation countries are attractive for global players. Kerstin Pezoldt and Alexandra Koval demonstrate what to consider in international marketing and how to achieve successful market entry in the digital age.

They convey the fundamentals of international marketing and address the specifics of transformation countries, such as environmental analysis, strategy, and the marketing mix. Key takeaways, examples, and exercises for knowledge assessment help deepen understanding.

Ideal for students in business-related programs. With case studies and numerous examples, the book is also an enlightening read for practitioners.