107,36 €
119,29 €
-10% with code: EXTRA
Global Marketing
107,36 € 
- We will send in 10–14 business days.
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 new 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 explore…
119.29
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- Author: Helen Millward
- Publisher: Kogan Page
- ISBN-10: 1398620092
- ISBN-13: 9781398620094
- Format: 17 x 24.4 x 2 cm, minkšti viršeliai
- Language: English
- SAVE -10% with code: EXTRA
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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 new 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 in-text learning features such as learning outcomes, end of chapter exercise questions, activities, key takeaway points 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.EXTRA 10 % discount with code: EXTRA
107,36 €
119,29 €
We will send in 10–14 business days.
The promotion ends in 21d.17:08:06
The discount code is valid when purchasing from 10 €. Discounts do not stack.
- Author: Helen Millward
- Publisher: Kogan Page
- ISBN-10: 1398620092
- ISBN-13: 9781398620094
- Format: 17 x 24.4 x 2 cm, minkšti viršeliai
- Language: English English
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 new 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 in-text learning features such as learning outcomes, end of chapter exercise questions, activities, key takeaway points 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.
Reviews