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Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands

-15% su kodu: ENG15
79,27 
Įprasta kaina: 93,26 
-15% su kodu: ENG15
Kupono kodas: ENG15
Akcija baigiasi: 2025-03-03
-15% su kodu: ENG15
79,27 
Įprasta kaina: 93,26 
-15% su kodu: ENG15
Kupono kodas: ENG15
Akcija baigiasi: 2025-03-03
-15% su kodu: ENG15
2025-02-28 93.2600 InStock
Nemokamas pristatymas į paštomatus per 11-15 darbo dienų užsakymams nuo 10,00 

Knygos aprašymas

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.

Informacija

Autorius: Maria A. Rodas, Carlos J. Torelli,
Leidėjas: Springer Nature Switzerland
Išleidimo metai: 2024
Knygos puslapių skaičius: 220
ISBN-10: 3031508114
ISBN-13: 9783031508110
Formatas: 235 x 155 x 13 mm. Knyga minkštu viršeliu
Kalba: Anglų

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