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Cross-Cultural Marketing
- Theory, practice and relevance
Engelsk
Bogcover for Cross-Cultural Marketing af Dawn Burton, 9780415448932
Specifikationer
Sprog:
Engelsk
Sider:
328
ISBN-13:
9780415448932
Indbinding:
Paperback
ISBN-10:
041544893X
Kategori:
Udg. Dato:
20 nov 2008
Størrelse i cm:
23,1 x 15,6 x 1,8
Oplagsdato:
20 nov 2008
Forfatter(e):

Cross-Cultural Marketing

- Theory, practice and relevance
Engelsk
Paperback 2008
Format:

Bog beskrivelse

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

 

Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including:

 

  • Cross-cultural consumer behaviour
  • Cross-cultural management practice
  • Promotional strategies
  • Product development
  • Distribution
  • Marketing research methods

 

Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

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Specifikationer
Sprog:
Engelsk
Sider:
328
ISBN-13:
9780415448932
Indbinding:
Paperback
ISBN-10:
041544893X
Kategori:
Udg. Dato:
20 nov 2008
Størrelse i cm:
23,1 x 15,6 x 1,8
Oplagsdato:
20 nov 2008
Forfatter(e):
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