Cross-cultural Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Burton, Dawn 作者

译者

2009-1 出版日期

328 页数

$ 63.22 价格

丛书系列

9780415448932 图书编码

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发表于2024-11-29

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Cross-cultural Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies. Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society.In this book, an extensive range of cross-cultural marketing issues is addressed, including: cross-cultural consumer behaviour; cross-cultural management practice; promotional strategies; product development; distribution; and, marketing research methods. "Cross-cultural Marketing" offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

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