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2022 | OriginalPaper | Buchkapitel

11. Global Digital Marketing Strategy

verfasst von : Bodo B. Schlegelmilch

Erschienen in: Global Marketing Strategy

Verlag: Springer International Publishing

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Abstract

This chapter looks at digitalization from a consumer perspective and from a corporate perspective. We start by pointing out how uneven the Internet penetration and the adaption of smartphones still are across the globe. Next, we take a closer look at the substantial differences in e-commerce and proximity mobile payment systems between countries. We argue that these differences are only partially a reflection of the variances in digital infrastructure, but are also a manifestation of profound differences in digital consumer behavior. Turning to corporations, we illustrate the staggering size of some of the key digital players. Subsequently, we discuss the digital divide between China and the rest of the world and take a closer look at important digital players in China. This includes a comparison between Baidu, Alibaba, and Tencent and their US counterparts. The chapter closes with a brief look at the digital landscape in India.

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Vorheriges Kapitel Global Branding and Communication

Nächstes Kapitel Organizational Design for Global Marketing Strategy

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Titel: Global Digital Marketing Strategy
verfasst von: Bodo B. Schlegelmilch
Verlag: Springer International Publishing
Buch: Global Marketing Strategy
Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-90665-8_11

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