Isbn: 9783031508110 - globally-minded marketing: a cultural approach to building iconic brands (6 Ergebnisse)

Zustand: Wie Neu. Zustandsbeschreibung: leichte Lagerspuren/minor shelfwear. 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 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. XVII,199 Seiten mit 8 Farb- und 17 s/w-Abb., broschiert (Palgrave Macmillan 2024). Statt EUR 56,70. Gewicht: 354 g - Softcover/Taschenbuch.…

Zustand: New. In English.

Paperback. Zustand: Brand New. 216 pages. 9.25x6.10x0.46 inches. In Stock.

Zustand: New. 2024. Paperback. . . . . . Books ship from the US and Ireland.

Taschenbuch. Zustand: Neu. Globally-Minded Marketing | A Cultural Approach to Building Iconic Brands | Carlos J. Torelli (u. a.) | Taschenbuch | xvii | Englisch | 2024 | Springer | EAN 9783031508110 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu. …

Zustand: Hervorragend. Zustand: Hervorragend | Sprache: Englisch | Produktart: Bücher | 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.…