Titlebook: Globally-Minded Marketing; A Cultural Approach Carlos J. Torelli,Maria A. Rodas Textbook 2024 The Editor(s) (if applicable) and The Author

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Roque B. Fernández,Katherina Fernándeztroduced to target consumers in the foreign market. Upon delineating the target market in terms of demographics, psychographics, and lifestyle characteristics of consumers, a cultural positioning is articulated based on the intended attributes, benefits, and cultural meaning for the brand in the min

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Marín Pompa-García,J. Julio Camarerort the brand’s distinctive cultural positioning. Advertising is often the central action for fulfilling communication objectives, but other actions such as publicity, event marketing, and personal selling are also important for communicating a brand’s positioning. There are four broad approaches for

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María Guadalupe Arenillas,Michael J. Lazzaraon and pricing strategies that will facilitate the marketing exchange and build cultural equity. A distribution (or channel) strategy considers the different organizations (e.g., distributors, franchisees, wholesalers, etc.) and actions (e.g., joint ventures, distribution agreements, licensing, etc.

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,Nicaragua’S Pragmatic Ideologues,be the different approaches that companies explicitly, or implicitly, adopt when expanding their foreign operations. The framework is based on the observation that some companies prefer, and can afford, to standardize the marketing mix when entering new markets, whereas others favor and are compelle

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https://doi.org/10.1007/978-3-031-50812-7global marketing; global branding; consumer behavior; ethnic marketing; branding; cross-cultural; consumer

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