Global Marketing by Helen Millward (.ePUB)
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Global Marketing: Understanding Marketing in a Globalized Business Environment by Helen Millward
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Overview: 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.
Genre: Non-Fiction > General
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