Theory, Practice and Relevance
Cross-cultural marketing is an important element of the contemporary business environment. Given the importance of markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of marketing theory and practice, which is originally developed using the model of Western society.
Chapter 1. Defining Culture Chapter 2. Cross-cultural Consumer Behaviour Chapter 3. Products and Cross-cultural environments Chapter 4. Advertising and Promotion Chapter 5. Place Chapter 6. Internet and Mobile technology Chapter 7. Pricing Chapter 8. Relationship Marketing Chapter 9. Market Research