Marketing in Culturally Distant Countries Managing the 4Ps in Cross-Cultural Contexts /
| Hlavní autor: | |
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| Korporativní autor: | |
| Shrnutí: | XV, 184 p. 28 illus., 18 illus. in color. text |
| Jazyk: | angličtina |
| Vydáno: |
Cham :
Springer International Publishing : Imprint: Springer,
2022.
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| Vydání: | 1st ed. 2022. |
| Edice: | International Series in Advanced Management Studies,
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| Témata: | |
| On-line přístup: | https://doi.org/10.1007/978-3-031-04832-6 |
| Médium: | Elektronický zdroj Kniha |
Obsah:
- 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.