Search Results for: Handbook Of Research On Ethnic And Intra Cultural Marketing

Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this

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 Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi

Due to the impact of globalization, business practices have been constantly evolving throughout the twenty-first century. Teachers and instructors are faced wit

Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury