Marketing in Culturally Distant Countries Managing the 4Ps in Cross-Cultural Contexts /
| Autor principal: | |
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| Autor corporatiu: | |
| Sumari: | XV, 184 p. 28 illus., 18 illus. in color. text |
| Idioma: | anglès |
| Publicat: |
Cham :
Springer International Publishing : Imprint: Springer,
2022.
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| Edició: | 1st ed. 2022. |
| Col·lecció: | International Series in Advanced Management Studies,
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| Matèries: | |
| Accés en línia: | https://doi.org/10.1007/978-3-031-04832-6 |
| Format: | Electrònic Llibre |
Taula de continguts:
- 1. Introduction: A Multi-Level Cultural Contexts Framework
- 2. Marketing in “Distant” Countries
- 3. A Review of Culture-Bound Approaches to International Marketing and Emerging Paradoxes
- 4. The Cultural Adaptation of the Marketing Mix
- 5. Managing the “4Ps” in Culturally-Distant Countries: From Theory to Business Practice.