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.
Statement of Responsibility:
edited by Tiziano Vescovi
Year:
[2022]
Publisher:
Cheltenham, [u.a.], Edward Elgar Publishing
Articles:
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Classification:
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2.4.1
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ISBN:
978-1-80088-974-3
ISBN (2nd):
978-1-80088-975-0
Description:
xiii, 338 Seiten, Illustrationen
Tags:
Cross-Cultural Management, Marketing, Marketing Strategy, Cross-cultural Marketing, Cross-cultural Studies, Intercultural Communication, Case Study, Marketing management, Europe, Interkulturelles Management, Intercultural management, Multikulturelles Management, Marketingstrategie, Case Studies, Fallstudien, Marketing mix, Marktorientierte Unternehmensführung, Europa
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Language:
eng
Media group:
Book/Buch