Practices, Strategies, and Emerging Trends in Marketing for Global Expansion

Name: Practices, Strategies, and Emerging Trends in Marketing for Global Expansion
Price: 312.26 AUD
Availability: OutOfStock
ISBN: 9798337334622

Ricardo Marcão, Vasco Santos

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Paperback

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English

Business Science Reference
22 April 2026

Globalization; Business strategy; Sales & marketing

Businesses face many opportunities and challenges in internationalization. By expanding globally, businesses experience economic growth and increased customer engagement. Using social media and data analytics, businesses personalize their strategies for different customer expectations. Businesses are also likely to receive criticism for their marketing practices and their social impact. It is important for businesses to consider different driving forces, including emotional and cognitive factors, to better strategize and to transform their marketing practices. Practices, Strategies, and Emerging Trends in Marketing for Global Expansion explores the complexities of international marketing, offering a comprehensive analysis of key strategies, theoretical models, and emerging trends in global market expansion. It provides valuable insights into the challenges and opportunities businesses face in internationalization by bridging theory and practice. Covering topics such as social criticism, corporate brand awareness, and small businesses, this book is an excellent resource for business professionals, policymakers, marketing professionals, managers, researchers, academicians, and more.

Edited by: Ricardo Marcão, Vasco Santos
Imprint: Business Science Reference
Country of Publication: United States
Dimensions: Height: 254mm, Width: 178mm,
ISBN: 9798337334622
Pages: 524
Publication Date: 22 April 2026
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Ricardo Marcão , PhD, MBA, PMP, is a global expert in Project Management, Strategy, Finance, and Healthcare Innovation, with experience in Pharma, MedTech, IT, and Professional Services. He is Chairman of ICoE Portugal at SCIP, Senior PM at Feedzai, and Professor at ISLA Santarém - Polytechnic University. His work spans Grand Strategy, Democracy, and International Relations, focusing on how geopolitics and competitive intelligence shape global business. He has led major transformations, implemented gamification for engagement and sales, and introduced a risk control model that improved project margins by 20%. From 2022–2023, he led global CRM projects for top pharma firms. Currently combating fraud, Ricardo is also an academic, editor, and speaker, with several books on strategy and innovation. As coordinator of MBA and graduate programs at ISLA Santarém, he develops future leaders at the intersection of business and technology. Vasco Santos has a PhD in Business Sciences with a specialization in Marketing from the Fernando Pessoa University in Portugal, a PhD in Tourism from University of Seville in Spain, a Post-Doc in Innovation Management applied to Sustainable Luxury Tourism from University of Aveiro in Portugal, an Habilitation in Management from Europeia University in Portugal, a Master's degree in Tourism Marketing and Promotion and a degree in Hotel Management from School of Tourism and Technology of the Sea of the Polytechnic of Leiria. He is Adjunct Professor at the Polytechnic Institute of Tomar, a member of the Polytechnic Institute of Tomar 's Research and Innovation Support Office (GAII), and guest lecturer at the ISLA Santarém – Polytechnic Institute. Integrated researcher of NECE - Research Centre for Business Sciences of University of Beira Interior - UBI (Portugal), and collaborate researcher of GOVCOPP - Competitiveness, Innovation and Sustainability Research Group at Aveiro University (Portugal), and collaborate researcher of CITUR Leiria – Centre for Tourism Research, Development and Innovation at Polytechnic Institute of Leiria (Portugal), an effective and founding member of the PNT - National Tourism Platform. He was principal investigator of the project (IC&DT) entitled 'Wine Experience and Sensations: Exploring Wine Culture and Heritage in the Tejo Region', co-funded by the European Union. Reviewer, author and editor for book projects with Emeralds Publishing, Routledge Publishing, and IGI Global Publishing. His latest works have been published in the refereed international journals, conference proceedings, books and book chapters. Editor-in-Chief of International Journal of Digital Marketing, Management, and Innovation (IJDMMI) (IGI Global).