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Global Marketing
book

Global Marketing

by Helen Millward
March 2025
Intermediate to advanced
288 pages
8h 57m
English
Kogan Page
Content preview from Global Marketing

INDEX

  • acquisitions 27

  • Adidas 29

  • advertising 11, 64 see also marketing

  • agents 8

  • agents of change 202–08

  • Aikido brands 143

  • allowances and discounts 6

  • Alonzo, Carmelita 221

  • Amazon 49, 52, 56

    • lack of recognition of unions 197

    • recommendations 180–81

  • American Express 43

  • Americanisms 153–54

  • animations, use in marketing communications 108

  • anti-foundationalism, postmodern characteristic 172

  • Apple 29, 52, 74

  • artificial intelligence (AI) 49

  • banking 41

  • Barbie 75

  • behavioural segmentation 20

  • benefit segmentation 21

  • Benetton 117

  • Best Buy 42, 50

  • Bestor, Ted 56, 57

  • Big Mac Index 151

  • Black Lives Matter Movement 117

  • Blends coffee shop 158

  • Boohoo 206, 232, 233–34

  • bottom of the pyramid (BoP) concept ...

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Publisher Resources

ISBN: 9781398620100