Emerging trends and international marketing

Marketing keeps changing with technology and values. E-marketing and digital marketing use websites, search, social media, email and apps to reach customers measurably and interactively; direct marketing speaks to individuals by name with tailored offers; green marketing sells products on environmental benefit and must be genuine, because exaggerated green claims (greenwashing) destroy trust. International marketing adapts the mix to foreign markets: entry modes range from exporting (lowest risk and control) through licensing and franchising to joint ventures and wholly owned subsidiaries (highest risk and control). Worked example: a snack brand entering a new country starts by exporting through a local distributor (low risk, learns the market), then licenses production locally, and only later considers its own plant — entry deepens as knowledge and commitment grow.