Cross-cultural Marketing

Cross-cultural Marketing

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Cross-Cultural Marketing explores the key roles that multiculturalism plays in different societies and its impact on marketing theory and practice. It delineates current and ground breaking future directions of culture and multi-cultures in terms of strategies and tactics in different dimensions of marketing in different types of market structures and conditions. Unlike other publications that address cross-cultural management and international marketing dealing with internal organisational issues this text focuses on external and practical consumer issues in the market place. Cross-Cultural Marketing prepares readers for the realities and complexities of diversity.... 54 hard-wiring 55 harmony 7 Harpera#39;s Bazaar 152 Harrell and Kiefer matrix 312 Harvard Business School 274 Hayes ... Hovis 102 human rights 12, 73, 231 hygiene 8 hypergrowth 275, 276 Hyundai 162 IBM 249, 274 ICQ 68 identity 9-11, anbsp;...

Title:Cross-cultural Marketing
Author: Robert Rugimbana, Sonny Nwankwo
Publisher:Cengage Learning EMEA - 2003

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