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Handbook on Cross-Cultural Marketing (Hardcover)
Loot Price: R4,812
Discovery Miles 48 120
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Handbook on Cross-Cultural Marketing (Hardcover)
Series: Research Handbooks in Business and Management series
Expected to ship within 12 - 19 working days
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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.
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