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.
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