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Cross-Cultural Marketing - Theory, practice and relevance (Hardcover)
Loot Price: R4,607
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Cross-Cultural Marketing - Theory, practice and relevance (Hardcover)
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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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