Globally-Minded Marketing by Carlos J. Torelli, Maria A. Rodas - 9783031508110

Globally-Minded MarketingA Cultural Approach to Building Iconic Brands\nAuthor(s): Carlos J. Torelli, Maria A. Rodas\nFormat: Paperback\nPublisher: Springer International Publishing AG, Switzerland\nImprint: Palgrave Macmillan\nISBN-13: 9783031508110, 978-3031508110\nSynopsis\nThis 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.\nReaders 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.\nDrawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of .