Details

Autor(en) / Beteiligte

• Herbig, Paul A.,

Titel

Handbook of cross-cultural marketing

Ort / Verlag

New York : Routledge,

Erscheinungsjahr

2013

Link zum Volltext

• EBSCOhost Business Source Ultimate

  Verfügbar von 1998 bis 1998.

Beschreibungen/Notizen

• "First published 1998 by The Haworth Press, Inc."--T.p. verso.
• Includes bibliographical references and index.
• pt. 1. Premarketing -- pt. 2. Marketing -- pt. 3. Postmarketing.
• 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, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.Designed to assist both American and foreign companies, Handbook of Cross-Cultu
• English
• Description based on print version record.