Marketing in culturally distant countries: managing the 4ps in cross-cultural contexts
Auteur :
Magnani, Giovanna
Éditeur :
Springer International Publishing AG
ISBN :
9783031048340
Date de publication :
30 juin 2023
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in “distant†countries, especially considering the role played by cultural distance.