Global Marketing - Understanding Marketing in a Globalized Business Environment

Understand the interconnected nature of marketing and globalization and how consumerism, communications, brands, ethics and production work in an international market.

List of contents

Chapter - 01: Introduction and background to marketing; Chapter - 02: Marketing and globalization; Chapter - 03: Theory and practice in the global marketplace; Chapter - 04: Culture and the global marketplace; Chapter - 05: Global communications; Chapter - 06: Global brands; Chapter - 07: Cultural convergence - consumption in the global marketplace; Chapter - 08: Cultural divergence - consumption in the global marketplace; Chapter - 09: Ethics in the global marketplace; Chapter - 10: Production and the global marketplace; Chapter - 11: Consumption at the top and bottom of the pyramid;

About the author

Helen Millward is a lecturer in Marketing at Keele Business School, Keele University. She leads the Principles of Responsible Management Education (PRME) at Keele Business School and is a Certified Management and Business Educator (CMBE). Millward teaches Marketing at both undergraduate and postgraduate level.

Product details

• Authors: Helen Millward
• Publisher: Kogan Page
• Languages: English
• Product format: Paperback / Softback
• Released: 03.03.2025
• EAN: 9781398620094
• ISBN: 978-1-398-62009-4
• No. of pages: 288
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / Research, BUSINESS & ECONOMICS / Globalization, BUSINESS & ECONOMICS / International / Marketing, Sales & marketing management, Sales and marketing management