Browsing by Author "Katsikeas, Constantine"
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Article
Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions
Katsikeas, Constantine; Leonidou, Leonidas; Zeriti, Athina (2019)Purpose The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can ...