International Marketing Strategies for Services in the Context of Digital Transformation

Authors

  • Shevchenko E.G. Author

Keywords:

международный маркетинг услуг, цифровая трансформация, глобальный рынок, информационные технологии, омниканальность, персонализация, цифровые платформы, инновации, глобальная конкуренция, стратегии продвижения, клиентский опыт, аналитика данных, искусственный интеллект, интернет вещей, адаптация к культурным особенностям, устойчивое развитие, транснациональные компании, технологические тренды, онлайн-маркетинг, глобальная экспансия

Abstract

Тhe article describes the features and current trends of international service marketing in the context of digital transformation. It examines the theoretical foundations, key characteristics of service marketing in the global market, as well as the features and opportunities provided by the use of modern information technologies. The article also provides a detailed analysis of strategies and methods employed by companies to successfully promote and sell services abroad, including omnichannel approaches, personalization, and the creation of digital platforms. In conclusion, the importance of innovation, adaptation to cultural and legal specificities, and the prospects for the development of technologies such as artificial intelligence and the Internet of Things in the future of international service marketing are emphasized.

Published

2025-09-15

Issue

Vol. 5 No. 9 (2025)

Section

Статьи

How to Cite

E.G. S. International Marketing Strategies for Services in the Context of Digital Transformation // PRAVED: Legal Regulation and Administration of Foreign Economic Activity. 2025. Vol. 5, no. 9.