Cross-Cultural Marketing
| Author | : Vescovi, Tiziano |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 352 |
| Release | : 2022-01-20 |
| ISBN-10 | : 9781800889750 |
| ISBN-13 | : 1800889755 |
| Rating | : 4/5 (50 Downloads) |
Book Synopsis Cross-Cultural Marketing by : Vescovi, Tiziano
Download or read book Cross-Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
