Millward Global Marketing

Understanding Marketing in a Globalized Business Environment
1. Auflage 2025
ISBN: 978-1-3986-2010-0
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 288 Seiten, Web PDF

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.

Autoren/Hrsg.

Millward, Helen

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Introduction and background to marketing; Chapter - 02: Marketing and globalization; Chapter - 03: Theory and practice in the global marketplace; Chapter - 04: Culture and the global marketplace; Chapter - 05: Global communications; Chapter - 06: Global brands; Chapter - 07: Cultural convergence - consumption in the global marketplace; Chapter - 08: Cultural divergence - consumption in the global marketplace; Chapter - 09: Ethics in the global marketplace; Chapter - 10: Production and the global marketplace; Chapter - 11: Consumption at the top and bottom of the pyramid;

Über Autor(innen)

Millward, Helen
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.