Global Marketing - by Helen Millward (Paperback)

About the Book

Understand the interconnected nature of marketing and globalization and how consumerism, communications, brands, ethics and production work in an international market.

Book Synopsis

Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications.

Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption 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.

Features include:
- Ethical considerations of marketing internationally
- Theoretical debates and critiques to support critical thinking.
- Learning outcomes, end of chapter exercise questions and activities for students.
- Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.

Review Quotes

"Global Marketing is an engaging and insightful textbook that addresses contemporary issues and implications within the field. Millward skilfully brings well-established marketing topics into the current era, preserving their historical significance."-- "Dr Matthew Hutchinson, Lecturer in Sport Business Management, Keele University"

"Global Marketing strikes the perfect balance between essential theory and practical application. With its clear structure, up-to-date content and engaging activities that connect theory to real-world cases, this textbook is an invaluable resource for students navigating the complexities of global marketing."-- "Dr Melisa Mete, Lecturer in Marketing, Henley Business School"

"Global Marketing is an invaluable resource for academics, students and practitioners, offering insights into the opportunities and complexities of globalization. It brings key concepts and theories to life through real-world examples and case studies, making it essential for anyone looking to understand the influence and impact of marketing in a global context."-- "Ms Rachel Lee, Lecturer in Marketing, Keele Business School"

"Helen Millward's Global Marketing is an essential resource for students and professionals alike. With a comprehensive exploration of marketing strategies, globalization, cultural influences and ethical considerations, the book offers a balanced combination of theoretical insights and practical applications. Its engaging case studies, interactive activities, and clear alignment with Sustainable Development Goals make it an invaluable guide for navigating today's dynamic global marketplace."-- "Dr Donna Towe, Lecturer in Marketing, Ulster University"

About the Author

Helen Millward is a lecturer in Marketing at Keele Business School, Keele University. She leads the Principles of Responsible Management Education (PRME) at Keele Business School and is a Certified Management and Business Educator (CMBE). Millward teaches Marketing at both undergraduate and postgraduate level.