The aim of this book is to offer up-to-date insights into the
challenges for international firms represented by managing
their marketing mix in “distant” countries,
especially considering the role played by cultural distance.
Building on the famous McCarthy’s “4Ps,” and on the
concept of “cultural distance,” the book outlines some key
challenges and opportunities for firms that manage
international marketing policies about
“product,” “price,” “place,” and “promotion”
in culturally distant markets. At the same time, the book
looks at extant conceptualizations and approaches considering the
evolving environmental forces, which are contributing to
further challenges for firms that are confronted with
changing economic and social scenarios. Indeed, markets and
societies are increasingly affected by multiculturalism, and
new patterns in consumers’ behaviors have emerged due to
the proliferation of digital technologies and, more recently, due
to several market disruptions such as the COVID-19 pandemic.
How do firms manage culturally distant and increasingly
evolving cultural environments is a relevant topic worthy of
discussion from both a theoretical perspective and a practice-based
approach, through the analysis of real-world case studies.
Researchers of cross-cultural marketing and practitioners
intending to get acquainted with the latest research on the topic
would particularly benefit from this book.
General
| Imprint: |
Springer International Publishing AG
|
| Country of origin: |
Switzerland |
| Series: |
International Series in Advanced Management Studies |
| Release date: |
June 2023 |
| First published: |
2022 |
| Authors: |
Giovanna Magnani
|
| Dimensions: |
235 x 155mm (L x W) |
| Pages: |
184 |
| Edition: |
1st ed. 2022 |
| ISBN-13: |
978-3-03-104834-0 |
| Categories: |
Books
Promotions
|
| LSN: |
3-03-104834-2 |
| Barcode: |
9783031048340 |
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
(7)
(1)
(1)
