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Global Marketing

- Understanding Marketing in a Globalized Business Environment
Af: Helen Millward Engelsk Paperback

Global Marketing

- Understanding Marketing in a Globalized Business Environment
Af: Helen Millward Engelsk Paperback
Tjek vores konkurrenters priser

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.

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Tjek vores konkurrenters priser
Normalpris
kr 503
Fragt: 39 kr
6 - 8 hverdage
20 kr
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God 4 anmeldelser på
Tjek vores konkurrenters priser

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.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 288
ISBN-13: 9781398620094
Indbinding: Paperback
Udgave:
ISBN-10: 1398620092
Kategori: Salgs- & markedsføringsledelse
Udg. Dato: 3 mar 2025
Længde: 21mm
Bredde: 171mm
Højde: 240mm
Forlag: Kogan Page Ltd
Oplagsdato: 3 mar 2025
Forfatter(e): Helen Millward
Forfatter(e) Helen Millward

Kategori Salgs- & markedsføringsledelse

ISBN-13 9781398620094

Sprog Engelsk

Indbinding Paperback

Sider 288

Udgave

Længde 21mm

Bredde 171mm

Højde 240mm

Udg. Dato 3 mar 2025

Oplagsdato 3 mar 2025

Forlag Kogan Page Ltd