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O impacto das guerras nas estratégias de marketing internacional: Como os conflitos globais redefinem os mercados e as decisões empresariais

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Description

The Impact of Wars on International Marketing Strategies examina a forma como as guerras e os conflitos armados remodelam fundamentalmente os mercados internacionais e as decisões de marketing das empresas. O livro analisa os efeitos dos conflitos no comportamento dos consumidores, na fixação de preços, nos sistemas de distribuição e nas estratégias promocionais, demonstrando como os modelos tradicionais de marketing orientados para o crescimento se tornam inadequados em situações de instabilidade prolongada.Utilizando uma metodologia descritiva e analítica apoiada por dados empíricos, o livro mostra como as guerras perturbam as cadeias de abastecimento globais, aumentam a volatilidade dos preços, enfraquecem a confiança na marca e aceleram a mudança para o marketing digital e a flexibilidade estratégica. Defende que o marketing internacional em ambientes de conflito deve passar da expansão orientada para a eficiência para a resiliência, a tomada de decisões éticas e a estratégia adaptativa.O livro destina-se a académicos, decisores políticos, profissionais de marketing e decisores que procuram um quadro estruturado e prático para compreender e gerir o marketing internacional em condições de guerra, risco geopolítico e crise contínua.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
09 February 2026
Listed Since
11 February 2026

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