Cross-Cultural Marketing

Edited by Tiziano Vescovi

in Books from Edward Elgar Publishing

Abstract: 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.

Keywords: Asian Studies; Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
ISBN: 9781800889743
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Persistent link: https://EconPapers.repec.org/RePEc:elg:eebook:20873

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