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This 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.
Readers 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.
Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today's consumers, who tend to be more multicultural.
Inhaltsverzeichnis
Part I: Globally-Minded Marketing: The Big Picture.- Chapter 1: Globalization AND THE Forces Shaping THE Business Context.- Chapter 2: Global Marketing VS. Globally-Minded Marketing.- Chapter 3: Environmental Analysis AND Market Entry Decisions.- Part II: Gaining Cultural Insights In Consumer Markets.- Chapter 4: Foundations OF Culture.- Chapter 5: Cultural Frameworks IN Business.- Chapter 6: Culture AND Consumer Behavior.- Part III: Brand Audit And Cultural Equity.- Chapter 7: Brands, Brand Equity, AND Cultural Equity.- Chapter 8: The Cultural Audit.- Part IV: Developing A Culturally Focused Marketing Plan.- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations.- Chapter 10: Choosing Products AND Brand Signatures TO Build Cultural Equity.- Chapter 11: Communications TO Build Cultural Equity.- Chapter 12: Distribution AND Pricing Decisions TO Build Cultural Equity.- Part V: Integrating The Global Marketing Plan.- Chapter 13: Approaches TOGlobal Expansions: Standardization VS. Adaptation.- Chapter 14: Dealing WITH A Negative Country Image.- Chapter 15: Further Developing Local Markets: Ethnic AND Multicultural Marketing.
Über den Autor / die Autorin
Carlos J. Torelli is Anthony J. Petullo Professor of Marketing in the Department of Business Administration at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. He is also the Head of the Business Administration Department. His research focuses on cross-cultural consumer psychology. Specifically, he tries to identify the key cultural factors that drive consumers' reactions in a globalized economy. His research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, and persuasion. He is the author of Globalization, Culture, and Branding and Strategic Brand Management and co-editor of Cross-Cultural Issues in Consumer Science and Consumer Psychology.
Maria A. Rodas is Assistant Professor of Marketing and Shebik Centennial Faculty Fellow at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. Her research interests focus on brandingand cross-cultural and multicultural consumer behavior. Specifically, her research tries to understand multicultural consumers’ unique perspectives and behaviors in a diverse marketplace, as well as branding strategies that might be particularly effective targeting them. Prior to joining academia, Maria held multiple managerial roles in top multinational corporations well-known for their marketing expertise with multicultural consumers, such as General Mills.
Zusammenfassung
This 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.
Readers 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.
Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today’s consumers, who tend to be more multicultural.
