Marketing Across Cultures / Fifth Edition
Marketing Across Cultures / Fifth Edition
- 5th
- Ft Prentice Hall, 2009
- 480
This book examines how multinational companies can appreciate and adapt to international diversity. Introduction, Acknowledgements, The Cultural Variable in International Marketing, The Cultural Process, The Integration of Local Consumption in a Global Marketing Environment, Local Consumers and the Globalization of Consumption, Marketing Decisions for the Intercultural Environment, The Critical Role of Price in Relational Exchange, International Distribution and Sales Promotion, Intercultural Marketing Communications, Language and Culture and Communication, Index.
9780273713913
This book examines how multinational companies can appreciate and adapt to international diversity. Introduction, Acknowledgements, The Cultural Variable in International Marketing, The Cultural Process, The Integration of Local Consumption in a Global Marketing Environment, Local Consumers and the Globalization of Consumption, Marketing Decisions for the Intercultural Environment, The Critical Role of Price in Relational Exchange, International Distribution and Sales Promotion, Intercultural Marketing Communications, Language and Culture and Communication, Index.
9780273713913