Cross-cultural marketing

Author: Paul A. Homburg et al. (USA)
Publisher:
Publish Date: 2000-01-01
Features: "There are more than 450 written cultures in the world," and consumers in each culture (each country or different ethnic groups within a country) have their own consumption habits and characteristics. In response to different cultural consumption styles, what methods and techniques should marketers and company managers adopt? The authors of this book discuss specific methods of cross-cultural marketing through 500 detailed and vivid examples, focusing on three main parts: pre-marketing, during-marketing, and post-marketing.