El. knyga: Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands

Carlos J. Torelli is Anthony J. Petullo Professor of Marketing in the Department of Business Administration at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. He is also the Head of the Business Administration Department. His research focuses on cross-cultural consumer psychology. Specifically, he tries to identify the key cultural factors that drive consumers' reactions in a globalized economy. His research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, and persuasion. He is the author of Globalization, Culture, and Branding and Strategic Brand Management and co-editor of Cross-Cultural Issues in Consumer Science and Consumer Psychology.





Maria A. Rodas is Assistant Professor of Marketing and Shebik Centennial Faculty Fellow at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. Her research interests focus on brandingand cross-cultural and multicultural consumer behavior. Specifically, her research tries to understand multicultural consumers unique perspectives and behaviors in a diverse marketplace, as well as branding strategies that might be particularly effective targeting them. Prior to joining academia, Maria held multiple managerial roles in top multinational corporations well-known for their marketing expertise with multicultural consumers, such as General Mills.