In an increasingly interconnected and global business environment,
it is crucial that businesses recognise how a better understanding
of cultural differences can help to foster greater business
success. This book will help you to develop essential
cross-cultural insights for when business and marketing goes global
through a range of frameworks and learning features. The
authors explore the roles of culture, communication, language,
interactions, decision-making, market entry and business planning
when working across geographical regions. They recognise the rich
diversity in international markets and local consumer knowledge and
marketing practices. Readers are encouraged to engage in cultural
self-reflection to help better design and implement business
strategies in local markets. Throughout, the book links to the
x-culture learning project, which is an experiential multicultural
exercise and form of student assessment where collaborative virtual
teams are formed and together solve real world international
business problems. This is an essential textbook for university and
college students of international and cross-cultural marketing as
well as international and intercultural business. It will also be
of interest to business and marketing practitioners working in
global contexts.
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