Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications.
Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications.
Features include:
· Ethical considerations of marketing internationally
· Theoretical debates and critiques to support critical thinking.
· Learning outcomes, end of chapter exercise questions and activities for students.
· Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.
eBook - ePub
Global Marketing
Understanding Marketing in a Globalized Business Environment
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Information
Table of contents
- List of figures
- About the author
- Acknowledgements
- Walkthrough of textbook features and online resources
- 1 Introduction and background to marketing
- 2 Marketing and globalization
- 3 Theory and practice in the global marketplace
- 4 Culture and the global marketplace
- 5 Global communications
- 6 Global brands
- 7 Cultural convergence: Consumption in the global marketplace
- 8 Cultural divergence: Consumption in the global marketplace
- 9 Ethics in the global marketplace
- 10 Production and the global marketplace
- 11 Consumption at the top and bottom of the pyramid
- Index
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Yes, you can access Global Marketing by Helen Millward in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over 1.5 million books available in our catalogue for you to explore.