Intercultural marketing: theory and practice
Auteur :
Beveridge, Ivana
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367457914
Date de publication :
18 nov. 2020
Dimensions :
22,9 x 15,2 cm
Poids :
462 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice.