TY  - BOOK
AU  - Millward, Helen
TI  -  Global marketing: understanding marketing in a globalized business environment
SN  - 9781398620094
U1  - 658.82 MIL 
PY  - 2025///
CY  - New York
PB  - Kogan Page
KW  - Marketing
KW  - International trade
KW  - Global Communication
N1  - Includes bibliographical references and index
N2  - Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Taking a holistic approach to the subject, this textbook includes chapters on global communications, cultural convergence and divergence and production considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications. Ethical considerations of marketing internationally are covered extensively, alongside important theoretical debates and critiques to support critical thinking. Global Marketing includes pedagogical features such as learning outcomes, end of chapter exercise questions and activities for students
ER  -