{"product_id":"globally-minded-marketing-a-cultural-approach-to-building-iconic-brands-paperback","title":"Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands - Paperback","description":"\u003cp\u003eby \u003cb\u003eCarlos J. Torelli\u003c\/b\u003e (Author), \u003cb\u003eMaria a. Rodas\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eThis 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. \u003cbr\u003eReaders 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. \u003cbr\u003eDrawing 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003eThis 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. \u003cbr\u003eReaders 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. \u003cbr\u003eDrawing 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.\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eCarlos J. Torelli\u003c\/b\u003e is Anthony 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 \u003ci\u003eGlobalization, Culture, and Branding\u003c\/i\u003e and \u003ci\u003eStrategic Brand Management\u003c\/i\u003e and co-editor of \u003ci\u003eCross-Cultural Issues in Consumer Science and Consumer Psychology\u003c\/i\u003e.\u003c\/p\u003e\u003cb\u003eMaria A. Rodas\u003c\/b\u003e 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 branding and 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. \u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eCarlos J. Torelli\u003c\/b\u003e 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 \u003ci\u003eGlobalization, Culture, and Branding\u003c\/i\u003e and \u003ci\u003eStrategic Brand Management\u003c\/i\u003e and co-editor of \u003ci\u003eCross-Cultural Issues in Consumer Science and Consumer Psychology\u003c\/i\u003e.\u003c\/p\u003e \u003cb\u003eMaria A. Rodas\u003c\/b\u003e 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 branding and 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. \u003cbr\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 199\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.46 x 9.21 x 6.14 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e January 28, 2024\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51751208255776,"sku":"9783031508110","price":105.28,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/cc63be96e4ec312e9a64bd9e1a938b74.webp?v=1779967437","url":"https:\/\/ebocreations.com\/products\/globally-minded-marketing-a-cultural-approach-to-building-iconic-brands-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}