Handbook on Cross-Cultural Marketing (eBook)

Glen H. Brodowsky, Camille P. Schuster (Herausgeber)

eBook Download: PDF

2020
Edward Elgar Publishing (Verlag)
9781788978545 (ISBN)

Infos

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.

Produkt-Details

• Erscheint lt. Verlag: 15.9.2020
• Sprache: englisch
• Themenwelt: Schulbuch / Wörterbuch ► Lexikon / Chroniken
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-13: 9781788978545 / 9781788978545