Europeans Are Lovin' It? Coca-Cola, McDonald's and Responses to American Global Businesses in Italy and France, 1886–2015
Europeans Are Lovin' It? Coca-Cola, McDonald's and Responses to American Global Businesses in Italy and France, 1886–2015

Author: Giulia Crisanti

Publisher: BRILL

Published: 2023-09-25

Total Pages: 348

ISBN-13: 9004678840

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From the French origin of Coca-Cola to McDonald’s sponsorship of the 2015 Milan Expo, the book presents the first comparative history of these multinational corporations in two Western European countries, addressing some compelling questions: to what extent our increasingly globalized world is persistently shaped by forms of American hegemony, and what are some of the forces that have been most effective at challenging the relationship between Americanization and globalization? Through the local history of global companies, the book tells a new story about not only the influence of American businesses in Europe but also the influence of European governments and societies on those American businesses and their adaptability.

Europeans Are Lovin'it? Coca Cola, McDonald's and Responses to American Global Businesses in Italy and France, 1886-2015
Europeans Are Lovin'it? Coca Cola, McDonald's and Responses to American Global Businesses in Italy and France, 1886-2015

Author: Giulia Crisanti

Publisher: European Perspectives on the U

Published: 2023-10-26

Total Pages: 0

ISBN-13: 9789004678835

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Is globalization still an American-driven process (or has it ever been)? Through a comparative analysis of the attempted coca-colonization of France and Italy, the book provides a new glocal history of America's most popular corporations and the resistance against their globalizing force.

Strategic Marketing
Strategic Marketing

Author: Russell Abratt

Publisher: Routledge

Published: 2018-07-04

Total Pages: 214

ISBN-13: 0429951558

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This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

English Grammar
English Grammar

Author: Angela Downing

Publisher: Taylor & Francis

Published: 2006

Total Pages: 652

ISBN-13: 9780415287876

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Presenting the linguistic basis for courses and projects on translation, contrastive linguistics, stylistics, reading and discourse studies, this book illustrates grammatical usage through authentic texts from a range of sources, both spoken and written. This new edition has been thoroughly rewritten and redesigned to include many new texts and examples of language in use. Key features include: chapters divided into modules of class-length materials; a wide variety of authentic texts and transcriptions to illustrate points of grammar and to contextualise structure; clear chapter and module summaries enabling efficient class preparation and student revision; exercises and topics for individual study; answer key for analytical exercises; comprehensive index; select biography; suggestions for further reading; and a companion website. This up-to-date descriptive grammar is a complete course for first degree and postgraduate students of English, and is particularly suited for those whose native language is not English.

Creating a Brand Identity: A Guide for Designers
Creating a Brand Identity: A Guide for Designers

Author: Catharine Slade-Brooking

Publisher: Laurence King Publishing

Published: 2016-01-18

Total Pages: 427

ISBN-13: 1780679807

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Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.

System1
System1

Author: John Kearon

Publisher:

Published: 2017

Total Pages: 254

ISBN-13: 9780995594012

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"Human beings make decisions in two ways. One is slow, deliberate and calculating. The other is fast, instinctive and emotional. And the fast one is in the driving seat. Psychologists call it System 1. This book shows how businesses can achieve profitable growth by devising their marketing for System 1 decision-making. It reveals how designing for System 1 can unlock success across innovation, advertising, brand building and shopper marketing. It brings together years of work on how people buy, and how to get them buying you."--

Cambridge IGCSE and O Level Economics
Cambridge IGCSE and O Level Economics

Author: Paul Hoang

Publisher: Hodder Education

Published: 2013-12-13

Total Pages: 517

ISBN-13: 144419643X

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Written with the international student in mind, this book is endorsed by Cambridge International Examinations and contains the most up-to-date case studies, global examples and statistics. - In-depth coverage of every aspect of the latest Cambridge IGCSE and O Level Economics syllabuses to help students build the skills needed to succeed - Engaging and contemporary case studies and examples ensure the book is relevant to the international student - Accessible language and key terms defined to support ESL/EAL students - Student-focused CD-ROM provides useful weblinks to the latest case studies, interactive activities and answers to the questions in the textbook "A stimulating and exciting introduction to Economics that enables students from anywhere in the world to relate to the subject." Caroline Loewenstein, Economics and Business Education Association Cambridge International Examinations and Hodder Education Hodder Education works closely with Cambridge International Examinations and is an authorised publisher of endorsed textbooks for a wide range of Cambridge syllabuses and curriculum frameworks. Hodder Education resources - tried and tested over many years but updated regularly - are used with confidence worldwide by thousands of Cambridge students.

Contemporary Strategy Analysis
Contemporary Strategy Analysis

Author: Robert M. Grant

Publisher: Wiley

Published: 2013-01-22

Total Pages: 842

ISBN-13: 9781119941897

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Robert M. Grant combines a highly accessible writing style with a concentration on the fundamentals of value creation and an emphasis on practicality in this leading strategy text. In this new edition, he includes an even greater focus on strategy implementation that reflects the needs of firms to reconcile scale economies with entrepreneurial flexibility, innovation with cost efficiency, and globalization with local responsiveness. This edition also incorporates some of the key strategic issues of today including: post-financial crisis adjustment, the continuing rise of China, India and Brazil, and the increased emphasis on ethics and sustainability. Coverage is also provided on strategy in not-for-profit organizations. Contemporary Strategy Analysis, Text and Cases 8th Edition combines the text with an updated collection of 20 case studies. It is suitable for both MBA and advanced undergraduate students. Additional teaching resources are also available for instructors, including an instructor’s manual, case teaching notes, test bank, teaching slides, case video clips and extra cases. All of these resources can be accessed via the companion website: www.contemporarystrategyanalysis.com

Awkward Dominion
Awkward Dominion

Author: Frank C. Costigliola

Publisher: Cornell University Press

Published: 2018-08-06

Total Pages: 383

ISBN-13: 1501721143

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In Awkward Dominion, Frank Costigliola offers a striking interpretation of the emergence of the United States as a world power in the 1920s, a period in which the country faced both burdens and opportunities as a result of the First World War. Exploring the key international issues in the interwar period—peace treaty revisions, Western economic recovery, and modernization—Costigliola considers American political and economic success in light of Europe's fascination with American technology, trade, and culture. The figures through which he tells this story include Herbert Hoover, Calvin Coolidge, Henry Stimson, Charles Lindberg, Ernest Hemingway, and Henry Ford.

Contemporary Advertising
Contemporary Advertising

Author: William F. Arens

Publisher: McGraw-Hill Companies

Published: 2006

Total Pages: 0

ISBN-13: 9780073135694

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Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....