"International Business and Culture: Challenges in Cross-Cultural Marketing and Management explores the intricate relationship between culture and business, offering valuable insights for both practitioners and scholars. The authors delve into the profound impact of cultural dimensions on...

"The benefits of this publication are given below: 1. This is at the heart of every marketer but it is very less studied. People talk about cultures but their impact on marketing is never discussed. 2. It will highlight the importance of Cultural Marketing 3. How Consumer Beliefs are built and...

"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,...

"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...

"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 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...

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,...