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...
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...
