000 | 01614nam a22002057a 4500 | ||
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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 |
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260 |
_bPalgrave Macmillan _aCham _c2024 |
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300 | _axvii, 199 p. | ||
365 |
_aEUR _b52.99 |
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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 |
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650 | _aInternational business enterprises | ||
700 |
_aRodas, Maria A _920625 |
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942 |
_cBK _2ddc |
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999 |
_c8511 _d8511 |