Análisis de marketing internacional aplicado: caso Nike.

Abstract

This study analyzes Nike's international marketing strategies, focusing on technological innovation, cultural adaptation and digital marketing, using a descriptive and analytical methodology to examine how the company uses data collection and personalization to improve the customer experience. consumer, the results highlight an increase in demand thanks to technological innovations, a superior market penetration in local contexts through cultural adaptation strategies, and a return on investment in digital marketing campaigns, this analysis offers practical insights for professionals marketing, students and companies of the sports sector, highlighting the importance of cultural adaptation and digital tools as key elements to consolidate the presence of a brand in international markets and improve the connection with consumers. Keywords: Nike, international marketing, technological innovation, cultural adaptation, digital marketing, data collection, personalization, global strategies.