Globally-Minded Marketing

Part I. GLOBALLY-MINDED MARKETING: THE BIG PICTURE

Chapter 1: Globalization and the Forces Shaping the Business Context

Chapter 2: Global Marketing vs. Globally-Minded Marketing

Chapter 3: Environmental Analysis and Market Entry Decisions

Part II. GAINING CULTURAL INSIGHTS IN CONSUMER MARKETS

Chapter 4: Foundations of Culture

Chapter 5: Cultural Frameworks in Business

Chapter 6: Culture and Consumer BehaviorPart III. BRAND AUDIT AND CULTURAL EQUITY



Chater 7 Brands, Brand Equity, and Cultural Equity

Chapter 8: The Cultural AuditPart IV. DEVELOPING A CULTURALLY FOCUSED MARKETING PLAN



Chapter 9: Crafting a Comprehensive Marketing Plan: Cultural Positioning and Economic Foundations

Chapter 10: Choosing Products and Brand Signatures to Build Cultural Equity

Chapter 11: Communications to Build Cultural Equity

Chapter 12: Distribution and Pricing Decisions to Build Cultural Equity

Part V. INTEGRATING THE GLOBAL MARKETING PLAN

Chapter 13: Approaches to Global Expansions: Standardization vs. Adaptation

Chapter 14: Dealing with a Negative Country Image

Chapter 15: Further Developing Local Markets: Ethnic and Multicultural Marketing


 

 

Carlos J. Torelli is Anthony J. Petullo Professor of Marketing in the Department of Business Administration at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. He is also the Head of the Business Administration Department. His research focuses on cross-cultural consumer psychology. Specifically, he tries to identify the key cultural factors that drive consumers' reactions in a globalized economy. His research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, and persuasion. He is the author of Globalization, Culture, and Branding and Strategic Brand Management and co-editor of Cross-Cultural Issues in Consumer Science and Consumer Psychology.Maria A. Rodas is Assistant Professor of Marketing and Shebik Centennial Faculty Fellow at the Gies College of Business at the University of Illinois at Urbana-Champaign, USA. Her research interests focus on branding and cross-cultural and multicultural consumer behavior. Specifically, her research tries to understand multicultural consumers' unique perspectives and behaviors in a diverse marketplace, as well as branding strategies that might be particularly effective targeting them. Prior to joining academia, Maria held multiple managerial roles in top multinational corporations well-known for their marketing expertise with multicultural consumers, such as General Mills.