Kooperativer Bibliotheksverbund

UID:

Umfang: 1 online resource (199 pages)

Ausgabe: 1st ed. 2024.

ISBN: 9783031508127 , 3031508122

Inhalt: 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. Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today's consumers, who tend to be more multicultural. Carlos J. Torelli is Anthony Petullo Professor of Marketing in the Department of Business Administration at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. He is also the Head of the Business Administration Department. His research focuses on cross-cultural consumer psychology. Specifically, he tries to identify the key cultural factors that drive consumers' reactions in a globalized economy. His research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, and persuasion. He is the author of Globalization, Culture, and Branding and Strategic Brand Management and co-editor of Cross-Cultural Issues in Consumer Science and Consumer Psychology. Maria A. Rodas is Assistant Professor of Marketing and Shebik Centennial Faculty Fellow at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA.Her research interests focus on branding and cross-cultural and multicultural consumer behavior. Specifically, her research tries to understand multicultural consumers' unique perspectives and behaviors in a diverse marketplace, as well as branding strategies that might be particularly effective targeting them. Prior to joining academia, Maria held multiple managerial roles in top multinational corporations well-known for their marketing expertise with multicultural consumers, such as General Mills. .

Anmerkung: Part I: Globally-Minded Marketing: The Big Picture -- Chapter 1: Globalization AND THE Forces Shaping THE Business Context -- Chapter 2: Global Marketing VS. Globally-Minded Marketing -- Chapter 3: Environmental Analysis AND Market Entry Decisions -- Part II: Gaining Cultural Insights In Consumer Markets -- Chapter 4: Foundations OF Culture -- Chapter 5: Cultural Frameworks IN Business -- Chapter 6: Culture AND Consumer Behavior -- Part III: Brand Audit And Cultural Equity -- Chapter 7: Brands, Brand Equity, AND Cultural Equity -- Chapter 8: The Cultural Audit -- Part IV: Developing A Culturally Focused Marketing Plan -- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations -- Chapter 10: Choosing Products AND Brand Signatures TO Build Cultural Equity -- Chapter 11: Communications TO Build Cultural Equity -- Chapter 12: Distribution AND Pricing Decisions TO Build Cultural Equity -- Part V: Integrating The Global Marketing Plan -- Chapter 13: Approaches TOGlobal Expansions: Standardization VS. Adaptation -- Chapter 14: Dealing WITH A Negative Country Image -- Chapter 15: Further Developing Local Markets: Ethnic AND Multicultural Marketing.

Weitere Ausg.: Print version: Torelli, Carlos J. Globally-Minded Marketing Cham : Springer International Publishing AG,c2024 ISBN 9783031508110

Sprache: Englisch

Fachgebiete: Wirtschaftswissenschaften

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

URL: https://doi.org/10.1007/978-3-031-50812-7

URL: Volltext  (URL des Erstveröffentlichers)

UID:

Umfang: 1 online resource (199 pages)

Ausgabe: 1st ed.

ISBN: 3-031-50812-2

Anmerkung: Intro -- Preface -- Who Is Our Audience? -- How Is This Book Different? -- Organization of This Book -- Contents -- List of Figures -- List of Tables -- Part IGlobally-Minded Marketing: The Big Picture -- 1 Globalization and the Forces Shaping the Business Context -- 1.1 What Is Globalization? -- 1.2 The Five Forces of Globalization -- 1.2.1 Growing Multiculturalism -- 1.2.2 Hyper-Competition -- 1.2.3 Cultural Mixing -- 1.2.4 Information Flows and Co-creation -- 1.2.5 Global Interdependencies -- 1.3 The Challenge for Marketers in a Globalized World -- References -- 2 Global Marketing vs. Globally-Minded Marketing -- 2.1 Global Marketing -- 2.2 Globally-Minded Marketing -- 2.3 The Globally-Minded Marketing Process -- References -- 3 Environmental Analysis and Market Entry Decisions -- 3.1 Understanding Foreign Markets -- 3.1.1 Analyzing the Political and Regulatory Environments -- 3.1.2 Understanding the Economic Environment -- 3.1.3 Sizing the New Market -- 3.1.4 Foreign Market Entry Modes -- References -- Part IIGaining Cultural Insights in Consumer Markets -- 4 Foundations of Culture -- 4.1 What is Culture? -- 4.2 Why Does Culture Emerge? -- 4.3 Where Does Culture Exist? -- 4.3.1 Inside the Head -- 4.3.2 Outside the Head -- References -- 5 Cultural Frameworks in Business -- 5.1 Cultural Syndromes or Dimensions -- 5.2 Hofstede's Dimensions -- 5.3 Triandis & -- Gelfand's Four Orientations Framework -- 5.3.1 The Self: Individualism and Collectivism -- 5.3.2 Position of the Self in Society: The Vertical-Horizontal Distinction -- 5.4 Tightness vs. Looseness -- 5.5 Overlap between Hofstede and Triandis & -- Gelfand's Framework -- 5.6 The Dynamic Constructivist Approach to Culture -- 5.6.1 Culture as a Knowledge Network -- 5.6.2 Cultural Activation or Priming -- 5.6.3 Multiculturalism and Frame Switching -- References. , 6 Culture and Consumer Behavior -- 6.1 Exploring the Interplay of Culture, Needs, and Values in Consumer Behavior -- 6.2 Modeling Consumer Behavior Using the Individualism-Collectivism Distinction -- 6.2.1 Attention, Perception, and Information Processing -- 6.2.2 Self-Presentation -- 6.2.3 Persuasion -- 6.3 Modeling Consumer Behavior Using the Vertical-Horizontal Distinction -- 6.3.1 Attention, Perception, and Information Processing -- 6.3.2 Self-Presentation -- 6.3.3 Persuasion -- 6.4 Multicultural Consumers -- 6.4.1 Acculturation Strategies -- 6.4.2 Cultural Blendedness vs. Compartmentalization -- 6.4.3 Perceived Cultural Harmony vs. Conflict -- 6.4.4 Multicultural Experience -- 6.5 Cultural Frame Switching and Consumer Behavior -- 6.6 Consequences of Multicultural Experience -- 6.6.1 Well-Being -- 6.6.2 Flexibility in Identity -- 6.6.3 Cognitive Flexibility -- 6.6.4 Creativity -- References -- Part IIIBrand Audit and Cultural Equity -- 7 Brands, Brand Equity, and Cultural Equity -- 7.1 Brands and Brand Equity -- 7.2 Brands and the Fulfillment of Consumers' Needs -- 7.3 Different Types of Brand Knowledge -- 7.4 Cultural Symbolism of Brands: Brands as Cultural Icons -- 7.5 Assessing the Cultural Symbolism of Brands -- 7.6 Consumers' Reactions to Cultural Meanings: Cultural Equity -- References -- 8 The Cultural Audit -- 8.1 Conducting a Cultural Audit -- 8.2 Brand Exploratory: Cultural Associations and Significance -- 8.2.1 Country (or Region) of Origin Associations -- 8.2.2 Embodiment of Abstract Cultural Characteristics -- 8.2.3 Cultural Authority -- 8.3 Brand Inventory: Reviewing Marketing Tactics -- 8.4 Summary Assessment of Strengths and Gaps in Brand Associations -- References -- Part IVDeveloping a Culturally Focused Marketing Plan -- 9 Crafting a Comprehensive Marketing Plan: Cultural Positioning and Economic Foundations. , 9.1 The Cultural Positioning -- 9.2 Delineating the Target Market -- 9.3 Developing a Cultural Positioning -- 9.4 Articulating the Cultural Positioning -- 9.5 Economic Aspect of the Marketing Plan -- 9.5.1 Budgeting for the Plan -- 9.5.2 Initial Investment -- 9.5.3 Ongoing Expenses -- 9.5.4 Contingency Budget -- 9.6 Monitoring and Control through the Marketing Information System (MIS) -- 9.6.1 Control Tools -- 9.6.2 Feedback Mechanisms -- References -- 10 Choosing Products and Brand Signatures to Build Cultural Equity -- 10.1 Introducing Culturally Symbolic Products -- 10.2 Establishing Alliances with Iconic Brands -- 10.3 Choosing Culturally Relevant Names -- 10.4 Choosing Culturally Relevant Brand Logos and Signatures -- References -- 11 Communications to Build Cultural Equity -- 11.1 Crafting a Communication Strategy -- 11.2 Emphasizing the Brand's Country-of-Origin Connection -- 11.3 Creating Relevant Cultural Meanings -- 11.3.1 Horizontal Individualistic Contexts -- 11.3.2 Vertical Individualistic Contexts -- 11.3.3 Horizontal Collectivistic Contexts -- 11.3.4 Vertical Collectivistic Contexts -- 11.4 Leveraging Cultural Symbols in Ads -- 11.5 Cultural Storytelling -- References -- 12 Distribution and Pricing Decisions to Build Cultural Equity -- 12.1 Distribution Strategies -- 12.1.1 Channel Functions -- 12.1.2 Channel Structures -- 12.1.3 Types of Retailers -- 12.1.4 Designing Channels for a Global Expansion -- 12.2 Pricing -- 12.2.1 Pricing Strategies -- 12.2.2 Global Pricing Issues -- References -- Part VIntegrating the Global Marketing Plan -- 13 Approaches to Global Expansions: Standardization vs. Adaptation -- 13.1 Global Expansion Strategies -- 13.2 Standardization -- 13.2.1 When to Standardize -- 13.2.2 Advantages and Disadvantages of Standardization -- 13.3 Adaptation -- 13.3.1 When to Adapt. , 13.3.2 Advantages and Disadvantages of Adaptation -- References -- 14 Dealing with a Negative Country Image -- 14.1 A Negative Country Image -- 14.2 Hide the Country of Origin and Adapt the Communication Strategy -- 14.3 Acquire a High-Reputation Brand -- 14.4 Changing the Negative Country Image -- 14.5 Leveraging a Broadly Defined Region -- References -- 15 Further Developing Local Markets: Ethnic and Multicultural Marketing -- 15.1 Market Segmentation -- 15.1.1 Multicultural Consumers in the U.S. -- 15.1.2 Framework for Multicultural Market Segmentation -- 15.2 Identity Motivations -- 15.3 Behavioral Tendencies -- 15.3.1 Shopping Patterns and Brand Loyalty -- 15.3.2 Media Consumption -- 15.3.3 Social Media Engagement -- 15.4 Marketing and Communication Strategies -- 15.4.1 One-Size-Fits-All -- 15.4.2 Separate Strategies -- 15.4.3 Wink-and-Nod -- 15.4.4 Transadaptation -- 15.4.5 Total Market Approach -- 15.5 Language in Marketing Communications -- 15.5.1 Bilingual Marketing -- 15.5.2 Language Mixing or Code-Switching -- 15.5.3 Culturally Sensitive Translations -- References -- Index.

Weitere Ausg.: Print version: Torelli, Carlos J. Globally-Minded Marketing Cham : Springer International Publishing AG,c2024 ISBN 9783031508110

Sprache: Englisch