"Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established...

"With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and...

Cover -- Half Title -- Title -- Copyright -- Contents -- Preface -- Acknowledgments -- 1 The Globalization Imperative -- 2 Decoding Culture: The Basics of Cultural Literacy -- 3 Universal Criteria for Understanding Cultures -- 4 Conceptual East-West Differences: Psychological Processes,...

Contents: Foreword / Jean-Claude Usunier -- 1 Introduction to the handbook on cross-cultural marketing / Glen H. Brodowsky -- Part I: Cross-cultural marketing themes and theories -- 2 cross-cultural marketing insights / Camille P. Schuster -- 3 glocalization: Companies' search for the right...

"This book focuses on consumption activities of consumers in developing nations. Consumer behavior is notably the bedrock of marketing discipline. It also focuses on the fact that developing countries play pivotal roles in the global marketing system serving as homes to many multinational...

"This book provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity and cross-cultural management practices into their daily business practices, and...

Anja Corduan untersucht, inwieweit die in der Wissenschaft argumentierten Kommunikationsansätze für Social Media pauschale Gültigkeit beanspruchen können und ob diese kulturellen Besonderheiten unterworfen sind. In der vergleichenden Studie werden die USA, Deutschland und China analysiert,...

"Les 5 points forts : unique en son genre, cet ouvrage présente une approche originale sur l'utilisation de la couleur en marketing ; il propose une synthèse riche conciliant aussi bien la théorie que la pratique ; iI est axé sur les recherches les plus abouties dans le domaine ; il est...