000 01614nam a22002057a 4500
005 20250114125002.0
008 250114b |||||||| |||| 00| 0 eng d
020 _a9783031508110
082 _a658.827
_bTOR
100 _aTorelli, Carlos J
_920623
245 _aGlobally-minded marketing:
_ba cultural approach to building iconic brands
260 _bPalgrave Macmillan
_aCham
_c2024
300 _axvii, 199 p.
365 _aEUR
_b52.99
520 _aThis textbook shows students how to conduct strategic marketing with a global mindset, rather than just with an international focus. It illustrates how companies can take advantage of the opportunities and address the challenges associated with the increasing globalization of markets. Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors. Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today’s consumers, who tend to be more multicultural. (https://link.springer.com/book/10.1007/978-3-031-50812-7)
650 _aEntreprises multinationales
_920624
650 _aInternational business enterprises
700 _aRodas, Maria A
_920625
942 _cBK
_2ddc
999 _c8511
_d8511