Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing meth
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As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products mus
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, w
This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need f