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Global Marketing Understanding Marketing in a Globalized Business Environment

Millward, Helen
Heftet / 2025 / Engelsk

Produktdetaljer

ISBN
9781398620094
Publisert
2025-03-03
Utgiver
Kogan Page Ltd
Vekt
496 gr
Høyde
240 mm
Bredde
170 mm
Dybde
20 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
288

Forfatter
Millward, Helen

Biografisk notat

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 a Certified Management and Business Educator (CMBE). Millward teaches Marketing at both undergraduate and postgraduate level.

Global Marketing Understanding Marketing in a Globalized Business Environment

Millward, Helen
Heftet / 2025 / Engelsk
Millward, Helen
Heftet / 2025 / Engelsk
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"<i><b>Global Marketing</b></i> is an invaluable resource for academics, students and practitioners, offering insights into the opportunities and complexities of globalization. It brings key concepts and theories to life through real-world examples and case studies, making it essential for anyone looking to understand the influence and impact of marketing in a global context."

Ms Rachel Lee, Lecturer in Marketing, Keele Business School

"Helen Millward's <b><i>Global Marketing</i></b> is an essential resource for students and professionals alike. With a comprehensive exploration of marketing strategies, globalization, cultural influences and ethical considerations, the book offers a balanced combination of theoretical insights and practical applications. Its engaging case studies, interactive activities, and clear alignment with Sustainable Development Goals make it an invaluable guide for navigating today's dynamic global marketplace."

Dr Donna Towe, Lecturer in Marketing, Ulster University

"<b><i>Global Marketing</i></b> is an engaging and insightful textbook that addresses contemporary issues and implications within the field. Millward skilfully brings well-established marketing topics into the current era, preserving their historical significance."

Dr Matthew Hutchinson, Lecturer in Sport Business Management, Keele University

Se alle

"<b><i>Global Marketing</i></b> strikes the perfect balance between essential theory and practical application. With its clear structure, up-to-date content and engaging activities that connect theory to real-world cases, this textbook is an invaluable resource for students navigating the complexities of global marketing."

Dr Melisa Mete, Lecturer in Marketing, Henley Business School

Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption 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. Features include: · Ethical considerations of marketing internationally · Theoretical debates and critiques to support critical thinking. · Learning outcomes, end of chapter exercise questions and activities for students. · Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.
Les mer
Understand the interconnected nature of marketing and globalization and how consumerism, communications, brands, ethics and production work in an international market.
    • Chapter - 01: Introduction and background to marketing;
    • Chapter - 02: Marketing and globalization;
    • Chapter - 03: Theory and practice in the global marketplace;
    • Chapter - 04: Culture and the global marketplace;
    • Chapter - 05: Global communications;
    • Chapter - 06: Global brands;
    • Chapter - 07: Cultural convergence – consumption in the global marketplace;
    • Chapter - 08: Cultural divergence – consumption in the global marketplace;
    • Chapter - 09: Ethics in the global marketplace;
    • Chapter - 10: Production and the global marketplace;
    • Chapter - 11: Consumption at the top and bottom of the pyramid;
Les mer
Demonstrates marketing and globalization as closely interlinked and explores key topics from multiple stakeholder perspectives

Relaterte produkter

"<i><b>Global Marketing</b></i> is an invaluable resource for academics, students and practitioners, offering insights into the opportunities and complexities of globalization. It brings key concepts and theories to life through real-world examples and case studies, making it essential for anyone looking to understand the influence and impact of marketing in a global context."

Ms Rachel Lee, Lecturer in Marketing, Keele Business School

"Helen Millward's <b><i>Global Marketing</i></b> is an essential resource for students and professionals alike. With a comprehensive exploration of marketing strategies, globalization, cultural influences and ethical considerations, the book offers a balanced combination of theoretical insights and practical applications. Its engaging case studies, interactive activities, and clear alignment with Sustainable Development Goals make it an invaluable guide for navigating today's dynamic global marketplace."

Dr Donna Towe, Lecturer in Marketing, Ulster University

"<b><i>Global Marketing</i></b> is an engaging and insightful textbook that addresses contemporary issues and implications within the field. Millward skilfully brings well-established marketing topics into the current era, preserving their historical significance."

Dr Matthew Hutchinson, Lecturer in Sport Business Management, Keele University

Se alle

"<b><i>Global Marketing</i></b> strikes the perfect balance between essential theory and practical application. With its clear structure, up-to-date content and engaging activities that connect theory to real-world cases, this textbook is an invaluable resource for students navigating the complexities of global marketing."

Dr Melisa Mete, Lecturer in Marketing, Henley Business School

Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption 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. Features include: · Ethical considerations of marketing internationally · Theoretical debates and critiques to support critical thinking. · Learning outcomes, end of chapter exercise questions and activities for students. · Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.
Les mer
Understand the interconnected nature of marketing and globalization and how consumerism, communications, brands, ethics and production work in an international market.
    • Chapter - 01: Introduction and background to marketing;
    • Chapter - 02: Marketing and globalization;
    • Chapter - 03: Theory and practice in the global marketplace;
    • Chapter - 04: Culture and the global marketplace;
    • Chapter - 05: Global communications;
    • Chapter - 06: Global brands;
    • Chapter - 07: Cultural convergence – consumption in the global marketplace;
    • Chapter - 08: Cultural divergence – consumption in the global marketplace;
    • Chapter - 09: Ethics in the global marketplace;
    • Chapter - 10: Production and the global marketplace;
    • Chapter - 11: Consumption at the top and bottom of the pyramid;
Les mer
Demonstrates marketing and globalization as closely interlinked and explores key topics from multiple stakeholder perspectives

Produktdetaljer

ISBN
9781398620094
Publisert
2025-03-03
Utgiver
Kogan Page Ltd
Vekt
496 gr
Høyde
240 mm
Bredde
170 mm
Dybde
20 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
288

Forfatter
Millward, Helen

Biografisk notat

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 a Certified Management and Business Educator (CMBE). Millward teaches Marketing at both undergraduate and postgraduate level.

Relaterte produkter