Global Marketing: Perspectives and Cases

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9780030981074: Global Marketing: Perspectives and Cases

This book delivers current, innovative and thought-provoking methods on how to identify intermarket opportunities in a globally competitive environment, thereby providing international marketing students with the framework and tools necessary to profile intermarket segments. With an emphasis on international consumer behaviour and the important role of cross-culturalism in the development of marketing strategies, this book might as easily serve as a basic text for graduate level courses on international consumer behaviour as it would as a supplemental text for marketing management, international marketing, or basic consumer behaviour. Features: * This is one of few global marketing books that go beyond the traditional debate of standardization versus adapting to local differences. * An innovative, integrated approach to global segmentation is proprosed, focusing on the assessment of cross-national consumer receptivity to standardized versus customized marketing approaches. * Through the application of consumer behaviour models and theories to a cross-cultural analysis, the text provides a thorough understanding for cross-cultural consumers' perceptions and attitudes. * The text offers a new direction in examining international marketing mix strategies, in particular making a distinction among such concepts as globalization, standardization, and localization. * New Consumerism and comsumption patterns are discussed, offering an analysis of emerging opportunities in new markets. Similarly, current marketing and advertising themes and trends are examined for a fresh look at how to communicate effectively with world-class consumers. * Current case studies provide a fresh look at key global strategic options that face marketing and advertising managers at world-class corporations and how they assess and exploit opportunities for growth in a globally competitive marketplace. * The added managerial dimension to the ongoing debate on standardization versus adaptation also provides a realistic understanding of the strategic options facing global marketing managers.

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