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 … Marketing Plan -- Chapter 9: Crafting A Comprehensive Marketing Plan: Cultural Positioning AND Economic Foundations -- Chapter …

interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are … brands in ways that render them useful in asserting preferred visions of the future China. By highlighting how Western brands … are used in contests for national identity, Consumer-Citizens of China challenges the notion of the "patrio's paradox" and …

-border marketing partnerships: A behavioral approach -- Part C: Brands and Branding in International Marketing -- Chapter 5: How …’ cognitive limitations -- Part D: The Consumer in International Marketing -- Chapter 7: Cosmopolitan consumers as a target group … -- Part E: New Frontiers in International Marketing -- Chapter 9: Chief marketing officers’ discretion and firms …