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(as of Sep 15, 2023 06:30:41 UTC – Details)
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.
Éditeur : Edward Elgar Publishing Ltd (25 janvier 2022)
Langue : Anglais
Broché : 352 pages
ISBN-10 : 1800889763
ISBN-13 : 978-1800889767
Poids de l’article : 598 g
Dimensions : 17.78 x 1.91 x 22.86 cm