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Welcome to the research guide for MKTG 4280: Global Marketing Issues and Practice! You will find a collection of resources here that will help you better understand marketing concepts and begin to learn where to go for general business research.
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Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing by Hatem El-Gohary (Editor); David Edwards (Editor); Mohamed Slim Ben (Editor)
Call Number: Electronic book
Publication Date: 2021-06-25
Provides coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses' ability to create and customize customer value and loyalty.
Breaking down Language and Cultural Barriers Through Contemporary Global Marketing Strategies by Mehdi Khosrow-Pour (Editor)
Publication Date: 2019-06-30
One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. This book provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices.
Localizing Global Marketing Strategies by Janell NaKia Harvey
Publication Date: 2019-10-25
Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs. This book is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry.