Cross-Cultural Marketing - European Perspectives (Paperback)

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students' discussion. Key Features: International co-authors provide their perspectives to give a rounded view of the topic Extensive case studies that allow students to learn how cross-cultural marketing works in practice A European perspective that offers students insight into multiple subcultures' experience of cross-cultural marketing Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques. Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.

General

Imprint:	Edward Elgar Publishing Ltd
Country of origin:	United Kingdom
Release date:	2022
Editors:	Tiziano Vescovi
Dimensions:	244 x 169 x 23mm (L x W x T)
Format:	Paperback
Pages:	352
ISBN-13:	978-1-80088-976-7
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-80088-976-3
Barcode:	9781800889767

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