Global Marketing - Helen Millward

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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.