Handbook on Cross-Cultural Marketing (Research Handbooks in Business and Management series)
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- Synopsis
- Disillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined – only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today’s technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics, addresses the methodological challenges of cross-cultural research, and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field’s foremost experts.
- Copyright:
- 2020
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781788978545
- Related ISBNs:
- 9781788978538
- Publisher:
- Edward Elgar Publishing
- Date of Addition:
- 09/23/20
- Copyrighted By:
- N/A
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Reference, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- Glen H. Brodowsky
- Edited by:
- Camille P. Schuster
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- by Camille P. Schuster
- by Glen H. Brodowsky
- in Nonfiction
- in Reference
- in Business and Finance