MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02932cam a2200217 i 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9783031508110 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9783031508110 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
HD69 .C37 2021 |
| Item number |
2 |
| MAIN ENTRY--AUTHOR NAME |
|---|
| Personal name |
Torelli, Carlos J., |
| TITLE STATEMENT |
|---|
| Title |
Globally-minded marketing : |
| Remainder of title |
a cultural approach to building iconic brands / |
| Statement of responsibility, etc |
Carlos J. Torelli, Maria A. Rodas |
| Copyright Date |
|---|
| Place of publication |
Cham : |
| Name of publisher |
Palgrave Macmillan, |
| Year of publication or production |
2024 |
| PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
1 online resource (xvii, 199 pages) : |
| Other physical details |
illustrations (some color) |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
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 |
| SUMMARY, ETC. |
|---|
| Summary, etc |
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 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Term |
Marketing. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Rodas, Maria A., |
| ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://rave.ohiolink.edu/ebooks/ebc2/9783031508127 |
| ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://link.springer.com/10.1007/978-3-031-50812-7 |
| ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://go.ohiolink.edu/goto?url=https://link.springer.com/10.1007/978-3-031-50812-7 |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |