Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands

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 mar...