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Maria A.
Globally-Minded Marketing
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4447010Globally-Minded Marketinghttps://www.gandhi.com.mx/globally-minded-marketing-9783031508127/phttps://gandhi.vtexassets.com/arquivos/ids/4084859/image.jpg?v=63844323725293000010341149MXNSpringer International PublishingInStock/Ebooks/<p>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 increasing globalization of markets.</p><p>Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors.</p><p>Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with todays consumers, who tend to be more multicultural.</p>...4515482Globally-Minded Marketing10341149https://www.gandhi.com.mx/globally-minded-marketing-9783031508127/phttps://gandhi.vtexassets.com/arquivos/ids/4084859/image.jpg?v=638443237252930000InStockMXN99999DIEbook20249783031508127_W3siaWQiOiIxMjk0ZDdkMS1mMGJlLTQzM2ItOWY3OS0xZGJmZDc3M2U1ZDMiLCJsaXN0UHJpY2UiOjExMzMsImRpc2NvdW50IjoxMTMsInNlbGxpbmdQcmljZSI6MTAyMCwiaW5jbHVkZXNUYXgiOnRydWUsInByaWNlVHlwZSI6Ildob2xlc2FsZSIsImN1cnJlbmN5IjoiTVhOIiwiZnJvbSI6IjIwMjUtMDYtMTFUMTc6MDA6MDBaIiwidG8iOiIyMDI1LTA2LTMwVDIzOjU5OjU5WiIsInJlZ2lvbiI6Ik1YIiwiaXNQcmVvcmRlciI6ZmFsc2V9LHsiaWQiOiJlMjI1ZGZhNy1kYTZlLTQzZGItODI1Yy1kNWZlMDIyYzk4ZDAiLCJsaXN0UHJpY2UiOjExNDksImRpc2NvdW50IjoxMTUsInNlbGxpbmdQcmljZSI6MTAzNCwiaW5jbHVkZXNUYXgiOnRydWUsInByaWNlVHlwZSI6Ildob2xlc2FsZSIsImN1cnJlbmN5IjoiTVhOIiwiZnJvbSI6IjIwMjUtMDctMDFUMDA6MDA6MDBaIiwicmVnaW9uIjoiTVgiLCJpc1ByZW9yZGVyIjpmYWxzZX1d9783031508127_<p>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 increasing globalization of markets.</p><p>Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors.</p><p>Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with todays consumers, who tend to be more multicultural.</p>...9783031508127_Springer International Publishinglibro_electonico_9783031508127_9783031508127Maria A.InglésMéxico2024-02-28T00:00:00+00:002024-01-27T00:00:00+00:00Springer International Publishing