As technology continues to drive innovation and impact societies
across multiple national boundaries and cultures, new approaches
towards marketing products must be created and implemented to be
successful in an era of hypercompetition. Transcultural Marketing
for Incremental & Radical Innovation provides in depth
discussion on tactics for improving existing products while
inventing completely new products and product categories. This
publication will prove to be helpful for scholars, practitioners,
and university students who wish to better understand the
importance of marketing products and services across different
cultures and multiple languages.
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