- Demonstrates marketing and globalization as closely interlinked and explores key topics from multiple stakeholder perspectives
- Explores global consumerism, communications, cultural convergence and divergence, production and ethics
- Helps undergraduate students understand and apply theory in practice through the inclusion of real-world examples that illuminate implications in the contemporary marketing landscape
- Supported by pedagogical features including learning outcomes, end of chapter exercise questions, activities and key takeaway points
- Online resources: PowerPoint slides, "welcome to the chapter" videos
Global Marketing
Understanding Marketing in a Globalized Business Environment
Understand the interconnected nature of marketing and globalization and how consumerism, communications, brands, ethics and production work in an international market.
Key features at a glance
Temporarily Unavailable
EAN: 9781398620094
Edition: 1
Published:
Format: 240x170
288 pages
About the book
Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications.
Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications.
Features include:
· Ethical considerations of marketing internationally
· Theoretical debates and critiques to support critical thinking.
· Learning outcomes, end of chapter exercise questions and activities for students.
· Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.
About the authors
Helen Millward is a lecturer in Marketing at Keele Business School, Keele University. She leads the Principles of Responsible Management Education (PRME) at Keele Business School and is a Certified Management and Business Educator (CMBE). Millward teaches Marketing at both undergraduate and postgraduate level.
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