Handbook on Cross-Cultural Marketing (Hardcover)

Disillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined - only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics, addresses the methodological challenges of cross-cultural research, and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field's foremost experts.

General

Imprint:	Edward Elgar Publishing Ltd
Country of origin:	United Kingdom
Series:	Research Handbooks in Business and Management series
Release date:	September 2020
Editors:	Glen H. Brodowsky • Camille P. Schuster
Dimensions:	244 x 169 x 23mm (L x W x T)
Format:	Hardcover
Pages:	304
ISBN-13:	978-1-78897-853-8
Categories:	Books > Reference & Interdisciplinary > Encyclopaedias & reference works > Reference works > General Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	1-78897-853-6
Barcode:	9781788978538

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