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Analyzing the cultural diversity of consumers in the global marketplace / Juan Miguel Alcantara-Pilar, Salvador del Barrio-Garcia, Esmeralda Crespo-Almendros, and Lucia Porcu, editors.
- Format:
- Book
- Series:
- Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
- Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, 2327-5529
- Language:
- English
- Subjects (All):
- Consumer behavior--Cross-cultural studies.
- Consumer behavior.
- Marketing--Cross-cultural studies.
- Marketing.
- Consumers--Cross-cultural studies.
- Consumers.
- Physical Description:
- 1 online resource (xxv, 403 pages) : illustrations.
- Place of Publication:
- Hershey, PA : Business Science Reference, an imprint of IGI Global, [2015]
- Language Note:
- English
- System Details:
- Mode of access: World Wide Web.
- Summary:
- "This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--Provided by publisher.
- Contents:
- Effect of globalization on multicultural consumer behavior / Lalita A. Manrai, Ajay K. Manrai, Tarek T. Mady
- The globalisation of the media: towards cultural homogeneity? / Shefali Virkar
- The roles of cross-cultural perspectives in global marketing / Kijpokin Kasemsap
- Teenagers' socio and cultural values: relation with entrepreneurship / Georg Dutschke [and 4 others]
- The globalization of the art market: a cross-cultural perspective where local features meet global circuits / Federica Codignola
- A framework of brand strategy and the "glocalization" approach: the case of Indonesia / Arnold Japutra, Bang Nguyen, T. C. Melewar
- The formation of usage intention of electric cars: a comparative study of Denmark, Belgium, and Italy / Camilla Barbarossa [and 4 others]
- A cross-national effect of ethnocentrism on purchase intention / Nadia Jiménez, Sonia San-Martín
- Adoption of biomass heating systems: cross-market segmentation of the European Region / Inmaculada García-Maroto, Francisco Muñoz-Leiva
- Cultural perspectives on advertising perceptions and brand trustworthiness / Annie Danbury [and 3 others]
- A review of psycho- vs. socio-linguistics theories: an application to marketing research / Juan Miguel Alcántara-Pilar [and 3 others]
- Cultural frame switching: marketing implications / Jaime Noriega
- Codeswitching: an alternative approach to traditional communication methods for reaching multilinguals in the global marketplace / Melissa M. Bishop, Mark Peterson
- Foreign language display in advertising from a psycholinguistic and sociolinguistic perspective: a review and research agenda / Jos Hornikx, Frank van Meurs
- The moderating role of language on perceived risk and information-processing online / Juan Miguel Alcántara-Pilar [and 3 others].
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9781466682634
- OCLC:
- 911492350
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