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Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between E
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, w
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the wo
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi