Author : C. Torelli
Publisher : Springer
Page : 189 pages
File Size : 46,24 MB
Release : 2013-11-19
Category : Business & Economics
ISBN : 113733195X
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Author : Information Reso Management Association
Publisher :
Page : 532 pages
File Size : 20,72 MB
Release : 2018-05-04
Category : Business & Economics
ISBN : 9781668430392
Author : Albrecht Rothacher
Publisher : World Scientific
Page : 284 pages
File Size : 36,94 MB
Release : 2004
Category : Business & Economics
ISBN : 9789812563057
This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from ownerOCofounderOCorun companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues."
Author : Celia Lury
Publisher : Routledge
Page : 350 pages
File Size : 19,89 MB
Release : 2004-08-12
Category : Business & Economics
ISBN : 1134529163
Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand Illustrated with many examples, the book argues that brands: * mediate the supply and demand of products and services in a global economy * frame the activities of the market by functioning as an interface * communicate interactively, selectively promoting and inhibiting communication between producers and consumers * operate as a public currency while being legally protected as private property in law * introduce sensation, qualities and affect into the quantitative calculations of the market * organize the logics of global flows of products, people, images and events. This book will be essential reading for students of sociology, cultural studies and consumption.
Author : John Tomlinson
Publisher : John Wiley & Sons
Page : 357 pages
File Size : 23,52 MB
Release : 2013-07-03
Category : Political Science
ISBN : 0745656501
Globalization is now widely discussed but the debates often remain locked within particular disciplinary discourses. This book brings together for the first time a social theory and cultural studies approach to the understanding of globalization. The book starts with an analysis of the relationship between the globalization process and contemporary culture change and goes on to relate this to debates about social and cultural modernity. At the heart of the book is a far-reaching analysis of the complex, ambiguous "lived experience" of global modernity. Tomlinson argues that we can now see a general pattern of the dissolution between cultural experience and territorial location. The "uneven" nature of this experience is discussed in relation to first and third world societies, along with arguments about the hybridization of cultures, and special role of communications and media technologies in this process of "deterritorialization". Globalization and Cultureconcludes with a discussion of the cultural politics of cosmopolitanism. Accessibly written, this book will be of interest to second year undergraduates and above in sociology, media studies, cultural and communication studies, and anyone interested in globalization.
Author : W. Zhiyan
Publisher : Springer
Page : 233 pages
File Size : 16,32 MB
Release : 2013-10-08
Category : Business & Economics
ISBN : 1137276355
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
Author : Celia Lury
Publisher : Routledge
Page : 180 pages
File Size : 41,76 MB
Release : 2004-08-12
Category : Business & Economics
ISBN : 1134529171
Celia Lury considers the interrelated dimensions of the brand: as a creator of space, time and community, as a form of intellectual property and as an increasingly important medium of exchange in a global economy.
Author : Terhi Rantanen
Publisher : SAGE
Page : 194 pages
File Size : 43,57 MB
Release : 2005
Category : Language Arts & Disciplines
ISBN : 9780761973133
In this provocative book Terhi Rantanen challenges conventional ways of thinking about globalization and shows how it cannot be understood without studying the role of the media. Rantanen begins with an accessible overview of globalization and the pivotal role of the media.
Author : Glen H. Brodowsky
Publisher : Edward Elgar Publishing
Page : 304 pages
File Size : 10,1 MB
Release : 2020-09-25
Category : Business & Economics
ISBN : 1788978544
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Author : Gaetano Aiello
Publisher : Routledge
Page : 156 pages
File Size : 48,7 MB
Release : 2016-04-14
Category : Business & Economics
ISBN : 131762517X
Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.
