£35.68

Kogan Page Global Marketing: Understanding Marketing in a Globalized Business Environment

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£40.29 £35.22 £36.33 £37.43 £38.54 £39.64 £40.75 25 January 2026 27 January 2026 30 January 2026 01 February 2026 04 February 2026

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Price range: £36 - £40

Price levels: 4 different prices over 11 days

Description
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.

Key Features

New Store Stock

Product Specifications
Brand
Kogan Page
Format
Paperback
ASIN
1398620092
Category
Books > Subjects > Business, Finance & Law > Economics > International Economics > Trade
Domain
Amazon UK
Release Date
03 March 2025
Listed Since
10 May 2024

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No barcode data available

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