Book
Globally-Minded Marketing
ISBN : 9783031508110
Author : Carlos J. Torelli
Publisher : Palgrave Macmillan
Year : 2024
Language : English
Type : Book
Description : 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.
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