Download or read book Globalization Culture and Branding written by C. Torelli and published by Springer. This book was released on 2013-11-19 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Brand Culture and Identity written by Information Reso Management Association and published by . This book was released on 2018-05-04 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Globalization and Culture written by John Tomlinson and published by John Wiley & Sons. This book was released on 2013-07-03 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book From Chinese Brand Culture to Global Brands written by W. Zhiyan and published by Springer. This book was released on 2013-10-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Brands written by Celia Lury and published by Routledge. This book was released on 2004-08-12 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Corporate Cultures and Global Brands written by Albrecht Rothacher and published by World Scientific. This book was released on 2004 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: This interesting book covers the development of 18 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 owner-founder-run 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.
Download or read book Globalization Culture and Branding written by C. Torelli and published by Springer. This book was released on 2013-11-19 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Global Advertising in a Global Culture written by Thomas H. P. Gould and published by Rowman & Littlefield. This book was released on 2015-12-16 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as such, it not only builds consumer demand to open new markets but also changes consumer expectations and values. At the same time, the evolution of increasingly targeted mobile and social marketing is transforming local and regional cultures into a new mix of global branding and individualized micro-space. Gould examines how advertising professionals negotiate these rocky and quickly-changing cultural terrains. He also explores how advertising—an increasingly global form of communication—is becoming a platform for change at the individual level, and as a direct consequence, at the social and political levels.
Download or read book The Media and Globalization written by Terhi Rantanen and published by SAGE. This book was released on 2005 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Global Business Expansion Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-04-06 with total page 1760 pages. Available in PDF, EPUB and Kindle. Book excerpt: As businesses seek to compete on a global stage, they must be constantly aware of pressures from all levels: regional, local, and worldwide. The organizations that can best build advantages in diverse environments achieve the greatest success. Global Business Expansion: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on the emergence of new ideas and opportunities in various markets and provides organizational leaders with the tools they need to be successful. Highlighting a range of pertinent topics such as market entry strategies, transnational organizations, and competitive advantage, this multi-volume book is ideally designed for researchers, scholars, business executives and professionals, and graduate-level business students.
Download or read book Global Culture written by Diana Crane and published by Routledge. This book was released on 2016-05-06 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 2002. Routledge is an imprint of Taylor & Francis, an informa company.
Download or read book Globalization written by Marcelo Suarez-Orozco and published by Univ of California Press. This book was released on 2004-04-05 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Publisher Description
Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE. This book was released on 2018-10-27 with total page 603 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Download or read book Brand Culture written by Jonathan Schroeder and published by Routledge. This book was released on 2006-03-27 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
Download or read book Beyond Methodological Nationalism written by Anna Amelina and published by Routledge. This book was released on 2012 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume strives to establish a new agenda for methodologies in the social sciences, summarizing the most important research strategies developed in the social sciences since the early globalization and transnationalization studies of the 1980s and 1990s - namely, the cosmopolitican approach, the transnational lens, the scalar approach, and global and multi-sited ethnography. The contributions go beyond the early criticisms of methodological nationalism, providing insights into new strategies and illustrating how scholars apply these research strategies in different fields such as migration research and social anthropology. Analyzing the advantages and lacunae of new research strategies helps both to outline general methodological directions and to provide helpful guides for empirical analysis.
Download or read book Beyond Hofstede written by Cheryl Nakata and published by Springer. This book was released on 2009-07-16 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Download or read book New Brand Leadership written by Larry Light and published by FT Press. This book was released on 2015-05-23 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
