Search Results for: Handbook On Cross Cultural Marketing

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

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

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between E

This Handbook presents a comprehensive and contemporary compendium of the field of cross-cultural management (CCM). In recognition of current trends regarding m

An invaluable contribution to the area of leadership studies, the Handbook of International and Cross-Cultural Leadership Research Processes: Perspectives, Prac