Globally-Minded Marketing

Carlos J. Torelli () and Maria A. Rodas ()
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Carlos J. Torelli: University of Illinois Urbana-Champaign
Maria A. Rodas: University of Illinois Urbana-Champaign

in Springer Books from Springer

Date: 2024
ISBN: 978-3-031-50812-7
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Chapters in this book:

Ch Chapter 1 Globalization and the Forces Shaping the Business Context

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 10 Choosing Products and Brand Signatures to Build Cultural Equity

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 11 Communications to Build Cultural Equity

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 12 Distribution and Pricing Decisions to Build Cultural Equity

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 13 Approaches to Global Expansions: Standardization vs. Adaptation

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 14 Dealing with a Negative Country Image

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 15 Further Developing Local Markets: Ethnic and Multicultural Marketing

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 2 Global Marketing vs. Globally-Minded Marketing

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 3 Environmental Analysis and Market Entry Decisions

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 4 Foundations of Culture

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 5 Cultural Frameworks in Business

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 6 Culture and Consumer Behavior

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 7 Brands, Brand Equity, and Cultural Equity

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 8 The Cultural Audit

Carlos J. Torelli and Maria A. Rodas

Ch Chapter 9 Crafting a Comprehensive Marketing Plan: Cultural Positioning and Economic Foundations

Carlos J. Torelli and Maria A. Rodas

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DOI: 10.1007/978-3-031-50812-7

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