Marketing in Culturally Distant Countries Managing the 4Ps in Cross-Cultural Contexts /
| Главный автор: | |
|---|---|
| Автор-организация: | |
| Примечания: | XV, 184 p. 28 illus., 18 illus. in color. text |
| Язык: | английский |
| Опубликовано: |
Cham :
Springer International Publishing : Imprint: Springer,
2022.
|
| Издание: | 1st ed. 2022. |
| Серии: | International Series in Advanced Management Studies,
|
| Предметы: | |
| Online-ссылка: | https://doi.org/10.1007/978-3-031-04832-6 |
| Формат: | Электронный ресурс Книга |
Оглавление:
- 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.