A J Earley

A Very Short, Fairly Interesting, Reasonably Cheap Book About... International Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Need another "VSFI" book? Browse the series here

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 216
• Erscheinungstermin: 8. Juli 2019
• Englisch
• ISBN-13: 9781526483317
• Artikelnr.: 56831296

Inhaltsangabe

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

Rezensionen

This book excavates the premises upon which international marketing studies are built, using a wide-ranging, multidisciplinary approach and a clear and lively style. Its focus on the history, ethics and politics of international marketing means that it can dig far deeper than the average textbook in order to ask the questions that really matter.

Jo Littler 20190611