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 i...Daugiau...
Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that ex...Daugiau...
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behav...Daugiau...
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behav...Daugiau...
Introduces a conceptual framework to understand how globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds; the mechanisms by which brands acquire cultural meanings; and the t...Daugiau...
