Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands - Carlos J. Torelli - Libros - Springer International Publishing AG - 9783031508110 - 28 de enero de 2024
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Carlos J. Torelli
Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands 1st ed. 2024 edition

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This 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.

199 pages, 8 Illustrations, color; 17 Illustrations, black and white; XVII, 199 p. 25 illus., 8 illu

Medios de comunicación Libros     Paperback Book   (Libro con tapa blanda y lomo encolado)
Publicado 28 de enero de 2024
ISBN13 9783031508110
Editores Springer International Publishing AG
Páginas 199
Dimensiones 234 × 154 × 15 mm   ·   346 g
Lengua Alemán  

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