Globally-minded marketing: a cultural approach to building iconic brands
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 l...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham, Switzerland
Palgrave Macmillan
[2024]
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| Schlagworte: | |
| Zusammenfassung: | 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. Carlos J. |
| Beschreibung: | xvii, 199 Seiten Diagramme 24 cm |
| ISBN: | 9783031508110 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV049646061 | ||
| 003 | DE-604 | ||
| 007 | t| | ||
| 008 | 240411s2024 xx |||| |||| 00||| eng d | ||
| 020 | |a 9783031508110 |9 978-3-031-50811-0 | ||
| 035 | |a (OCoLC)1430760937 | ||
| 035 | |a (DE-599)BVBBV049646061 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 | ||
| 084 | |a QP 680 |0 (DE-625)141923: |2 rvk | ||
| 100 | 1 | |a Torelli, Carlos J. |e Verfasser |0 (DE-588)1047496178 |4 aut | |
| 245 | 1 | 0 | |a Globally-minded marketing |b a cultural approach to building iconic brands |c Carlos J. Torelli, Maria A. Rodas |
| 264 | 1 | |a Cham, Switzerland |b Palgrave Macmillan |c [2024] | |
| 300 | |a xvii, 199 Seiten |b Diagramme |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 505 | 8 | |a Part I: Globally-Minded Marketing: The Big Picture -- Chapter 1: Globalization AND THE Forces Shaping THE Business Context -- Chapter 2: Global Marketing VS. Globally-Minded Marketing -- Chapter 3: Environmental Analysis AND Market Entry Decisions -- Part II: Gaining Cultural Insights In Consumer Markets -- Chapter 4: Foundations OF Culture -- Chapter 5: Cultural Frameworks IN Business -- Chapter 6: Culture AND Consumer Behavior -- Part III: Brand Audit And Cultural Equity -- Chapter 7: Brands, Brand Equity, AND Cultural Equity -- Chapter 8: The Cultural Audit -- Part IV: Developing A Culturally Focused Marketing Plan -- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations -- Chapter 10: Choosing Products AND Brand Signatures TO Build Cultural Equity -- Chapter 11: Communications TO Build Cultural Equity -- Chapter 12: Distribution AND Pricing Decisions TO Build Cultural Equity -- Part V: Integrating The Global Marketing Plan -- Chapter 13: Approaches TO Global Expansions: Standardization VS. Adaptation -- Chapter 14: Dealing WITH A Negative Country Image -- Chapter 15: Further Developing Local Markets: Ethnic AND Multicultural Marketing | |
| 520 | |a 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. Carlos J. | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a International business enterprises | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a International Business | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Entreprises multinationales | |
| 650 | 7 | |a marketing |2 aat | |
| 700 | 1 | |a Rodas, Maria A. |e Verfasser |0 (DE-588)1321740034 |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-3-031-50812-7 |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-034989592 | |
Datensatz im Suchindex
| _version_ | 1817122238839652352 |
|---|---|
| adam_text | |
| adam_txt | |
| any_adam_object | |
| any_adam_object_boolean | |
| author | Torelli, Carlos J. Rodas, Maria A. |
| author_GND | (DE-588)1047496178 (DE-588)1321740034 |
| author_facet | Torelli, Carlos J. Rodas, Maria A. |
| author_role | aut aut |
| author_sort | Torelli, Carlos J. |
| author_variant | c j t cj cjt m a r ma mar |
| building | Verbundindex |
| bvnumber | BV049646061 |
| classification_rvk | QP 680 |
| contents | Part I: Globally-Minded Marketing: The Big Picture -- Chapter 1: Globalization AND THE Forces Shaping THE Business Context -- Chapter 2: Global Marketing VS. Globally-Minded Marketing -- Chapter 3: Environmental Analysis AND Market Entry Decisions -- Part II: Gaining Cultural Insights In Consumer Markets -- Chapter 4: Foundations OF Culture -- Chapter 5: Cultural Frameworks IN Business -- Chapter 6: Culture AND Consumer Behavior -- Part III: Brand Audit And Cultural Equity -- Chapter 7: Brands, Brand Equity, AND Cultural Equity -- Chapter 8: The Cultural Audit -- Part IV: Developing A Culturally Focused Marketing Plan -- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations -- Chapter 10: Choosing Products AND Brand Signatures TO Build Cultural Equity -- Chapter 11: Communications TO Build Cultural Equity -- Chapter 12: Distribution AND Pricing Decisions TO Build Cultural Equity -- Part V: Integrating The Global Marketing Plan -- Chapter 13: Approaches TO Global Expansions: Standardization VS. Adaptation -- Chapter 14: Dealing WITH A Negative Country Image -- Chapter 15: Further Developing Local Markets: Ethnic AND Multicultural Marketing |
| ctrlnum | (OCoLC)1430760937 (DE-599)BVBBV049646061 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV049646061 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T23:39:51Z |
| indexdate | 2024-11-30T05:00:08Z |
| institution | BVB |
| isbn | 9783031508110 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034989592 |
| oclc_num | 1430760937 |
| open_access_boolean | |
| owner | DE-1050 |
| owner_facet | DE-1050 |
| physical | xvii, 199 Seiten Diagramme 24 cm |
| publishDate | 2024 |
| publishDateSearch | 2024 |
| publishDateSort | 2024 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spelling | Torelli, Carlos J. Verfasser (DE-588)1047496178 aut Globally-minded marketing a cultural approach to building iconic brands Carlos J. Torelli, Maria A. Rodas Cham, Switzerland Palgrave Macmillan [2024] xvii, 199 Seiten Diagramme 24 cm txt rdacontent n rdamedia nc rdacarrier Part I: Globally-Minded Marketing: The Big Picture -- Chapter 1: Globalization AND THE Forces Shaping THE Business Context -- Chapter 2: Global Marketing VS. Globally-Minded Marketing -- Chapter 3: Environmental Analysis AND Market Entry Decisions -- Part II: Gaining Cultural Insights In Consumer Markets -- Chapter 4: Foundations OF Culture -- Chapter 5: Cultural Frameworks IN Business -- Chapter 6: Culture AND Consumer Behavior -- Part III: Brand Audit And Cultural Equity -- Chapter 7: Brands, Brand Equity, AND Cultural Equity -- Chapter 8: The Cultural Audit -- Part IV: Developing A Culturally Focused Marketing Plan -- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations -- Chapter 10: Choosing Products AND Brand Signatures TO Build Cultural Equity -- Chapter 11: Communications TO Build Cultural Equity -- Chapter 12: Distribution AND Pricing Decisions TO Build Cultural Equity -- Part V: Integrating The Global Marketing Plan -- Chapter 13: Approaches TO Global Expansions: Standardization VS. Adaptation -- Chapter 14: Dealing WITH A Negative Country Image -- Chapter 15: Further Developing Local Markets: Ethnic AND Multicultural Marketing 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. Carlos J. Marketing International business enterprises International Business Entreprises multinationales marketing aat Rodas, Maria A. Verfasser (DE-588)1321740034 aut Erscheint auch als Online-Ausgabe 978-3-031-50812-7 |
| spellingShingle | Torelli, Carlos J. Rodas, Maria A. Globally-minded marketing a cultural approach to building iconic brands Part I: Globally-Minded Marketing: The Big Picture -- Chapter 1: Globalization AND THE Forces Shaping THE Business Context -- Chapter 2: Global Marketing VS. Globally-Minded Marketing -- Chapter 3: Environmental Analysis AND Market Entry Decisions -- Part II: Gaining Cultural Insights In Consumer Markets -- Chapter 4: Foundations OF Culture -- Chapter 5: Cultural Frameworks IN Business -- Chapter 6: Culture AND Consumer Behavior -- Part III: Brand Audit And Cultural Equity -- Chapter 7: Brands, Brand Equity, AND Cultural Equity -- Chapter 8: The Cultural Audit -- Part IV: Developing A Culturally Focused Marketing Plan -- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations -- Chapter 10: Choosing Products AND Brand Signatures TO Build Cultural Equity -- Chapter 11: Communications TO Build Cultural Equity -- Chapter 12: Distribution AND Pricing Decisions TO Build Cultural Equity -- Part V: Integrating The Global Marketing Plan -- Chapter 13: Approaches TO Global Expansions: Standardization VS. Adaptation -- Chapter 14: Dealing WITH A Negative Country Image -- Chapter 15: Further Developing Local Markets: Ethnic AND Multicultural Marketing Marketing International business enterprises International Business Entreprises multinationales marketing aat |
| title | Globally-minded marketing a cultural approach to building iconic brands |
| title_auth | Globally-minded marketing a cultural approach to building iconic brands |
| title_exact_search | Globally-minded marketing a cultural approach to building iconic brands |
| title_exact_search_txtP | Globally-minded marketing a cultural approach to building iconic brands |
| title_full | Globally-minded marketing a cultural approach to building iconic brands Carlos J. Torelli, Maria A. Rodas |
| title_fullStr | Globally-minded marketing a cultural approach to building iconic brands Carlos J. Torelli, Maria A. Rodas |
| title_full_unstemmed | Globally-minded marketing a cultural approach to building iconic brands Carlos J. Torelli, Maria A. Rodas |
| title_short | Globally-minded marketing |
| title_sort | globally minded marketing a cultural approach to building iconic brands |
| title_sub | a cultural approach to building iconic brands |
| topic | Marketing International business enterprises International Business Entreprises multinationales marketing aat |
| topic_facet | Marketing International business enterprises International Business Entreprises multinationales marketing |
| work_keys_str_mv | AT torellicarlosj globallymindedmarketingaculturalapproachtobuildingiconicbrands AT rodasmariaa globallymindedmarketingaculturalapproachtobuildingiconicbrands |