|
Books > Business & Economics > Business & management > Business strategy
|
Buy Now
Globalization, Culture, and Branding - How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization (Hardcover, New)
Loot Price: R4,168
Discovery Miles 41 680
|
|
|
Globalization, Culture, and Branding - How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization (Hardcover, New)
Expected to ship within 12 - 17 working days
|
With globalization, the marketplace is becoming increasingly
complex for marketers to navigate, bringing dramatic changes to
both the supply (i.e., brands that are offered) and demand (i.e.,
consumers' values and desires) sides of markets. A proliferation of
global brands from developed and emerging economies brings diverse
cultures to a consumer population that is also growing culturally
diverse. Torelli illustrates how marketers can take advantage of
these seismic changes and leverage cultural equity for building
iconic brands in the era of globalization. Drawing from novel
theoretical insights into social psychology, cultural psychology,
and marketing, Globalization, Culture, and Branding provides
guidelines for imbuing brands with culturally symbolic meanings
that can create deep psychological bonds with multi-cultural
consumers. Unlike past publications that conducted broad reviews of
international or global marketing best-practices, Torelli's book
zooms in on the issues involved in growing and protecting brand
equity in multi-cultural markets.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
