- 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 such as learning outcomes, end of chapter exercise questions, activities, key takeaway points for students and real-world examples
- Online resources: PowerPoint slides, Multiple Choice Questions, "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
EAN: 9781398620094
Edition: 1
Published:
Format: 240x170
400 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.
Taking a holistic approach to the subject, this textbook includes chapters on global communications, cultural convergence and divergence and production 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.
Ethical considerations of marketing internationally are covered extensively, alongside important theoretical debates and critiques to support critical thinking. Global Marketing includes pedagogical features such as learning outcomes, end of chapter exercise questions and activities for students. There are real-world examples throughout from companies such as Disneyland, Guinness and Kinder, helping students to apply theoretical content within professional practice. It is supported by online resources of PowerPoint slides, multiple choice questions and videos.
This textbook is ideal for undergraduate students taking modules on Global Marketing as part of their degrees.
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 the Programme Director for a suite of postgraduate Management programmes. Millward teaches Marketing at both undergraduate and postgraduate level.
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