Handbook of cross-cultural marketing / Paul A. Herbig.

Format:

Book

Author/Creator:

Herbig, Paul A., author.

Language:

English

Subjects (All):

Marketing--Cross-cultural studies.

Marketing.

Export marketing--Cross-cultural studies.

Export marketing.

Physical Description:

1 online resource (392 p.)

Place of Publication:

New York : Routledge, 2013.

Language Note:

English

Summary:

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, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.Designed to assist both American and foreign companies, Handbook of Cross-Cultu

Contents:

pt. 1. Premarketing

pt. 2. Marketing

pt. 3. Postmarketing.

Notes:

"First published 1998 by The Haworth Press, Inc."--T.p. verso.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

0-7890-0285-X

1-315-86549-1

1-317-95786-5

1-317-95787-3

9781315865492

OCLC:

897465983