Human Resource Management at Work: The Definitive Guide - Couverture souple

Marchington, Mick; Wilkinson, Adrian; Donnelly, Rory; Kynighou, Anastasia

Couverture souple

ISBN 10 : 1398620211 ISBN 13 : 9781398620216

Editeur : Kogan Page, 2025

Synopsis

Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Ideal for undergraduate students taking modules on Global Marketing, this textbook includes chapters on global communications, cultural convergence and divergence as well as production and consumption considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications. Features include: · Ethical considerations of marketing internationally · Theoretical debates and critiques to support critical thinking. · Learning outcomes, end of chapter exercise questions and activities for students. · Real-world examples throughout such as Disneyland, Taylor Swift and Kinder to help students to apply theoretical content within professional practice.

A propos du livre

À propos des auteurs

Adrian Wilkinson is a professor and the director of the Centre for Work, Organisation and Wellbeing at Griffith University, Australia. He is a Chartered Fellow of the CIPD.

Anastasia Kynighou is a senior lecturer in Human Resource Management at Manchester Metropolitan University, UK. She is a Chartered Member of the CIPD.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2025
• Langue: anglais
• ISBN 10: 1398620211
• ISBN 13: 9781398620216
• Reliure: Broché
• Nombre de pages: 576
• Coordonnées du fabricant: NET; ufficio.anagrafiche@meli.it ; ; Via Verdi, 8; Assago Milano; 20090; Italie