Buch, Englisch, 216 Seiten, Format (B × H): 129 mm x 198 mm, Gewicht: 235 g
Buch, Englisch, 216 Seiten, Format (B × H): 129 mm x 198 mm, Gewicht: 235 g
ISBN: 978-1-5264-5687-8
Verlag: SAGE Publications Ltd
Conceived by Chris Grey, the Very Short, Fairly Interesting and Reasonably Cheap series offers an antidote to conventional textbooks. Each book takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
Looking beyond the usual colonial narrative of the subject, Amanda Earley encourages the reader to think reflectively and critically about overlooked aspects of International Marketing such as power relations, history, ethics, culture and politics.
Examples are provided throughout with coverage of student-friendly brands such as Apple, Facebook and Google and their role in international marketing practices today. The author draws on history and the colonial era as well as illustrating the failure of American brands to break into other markets. There are also gritty, thought-provoking examples around racial divides in Asia and Australia.
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Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Preface
Introduction: What is International Marketing, Really?
Part I: A New Foundation
Chapter 1: Historical Emergence
Chapter 2: Ethical Stakes
Chapter 3: Political Nature
Part II: Practices
Chapter 4: International Marketing Strategy
Chapter 5: The Global Orchestration of 'Consumer' 'Behaviour'
Chapter 6: Complication and Contention in Intercultural Marketing
Part III: Futures
Chapter 7: New Media Utopia?
Chapter 8: Environmental Dystopia?
Conclusion
