A very short, fairly interesting and reasonably cheap book about international marketing
著者
書誌事項
A very short, fairly interesting and reasonably cheap book about international marketing
（Very short, fairly interesting and reasonably cheap book about... series）
SAGE, 2019
- : pbk
大学図書館所蔵 件 / 全1件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references (p. [185]-198) and index
内容説明・目次
内容説明
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
目次
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
「Nielsen BookData」 より