Recently one of my research papers got published in the ‘International Marketing Review’. It focused on comparing the status consumption tendencies of British and Indian consumers. In this post, I shall focus on the findings of this study. Firstly, let me define what status consumption is and how it affects our behaviour? Researchers define status [...]
The ultimate aim of a marketer and marketing both is to satisfy customers’ needs and wants. Customers’ worldwide share many common features however, they display a unique response when such common elements are combined. This module focuses on the daunting issues in global marketing. Module content: Course outline Sessions Global marketing mix Marketing in emerging [...]
The module aims to develop the knowledge and skills of marketing needed to manage successfully in any organisation which has intercultural contacts. This is not limited to global organisations, but includes organisations that deal with staff or other stakeholders with different national cultures. Module content: Course outline Sessions Scope and challenges of international marketing Cultural [...]