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Type: BOOK - Published: 2020-09-25 - Publisher: Edward Elgar Publishing
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi
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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, w
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This Handbook presents a comprehensive and contemporary compendium of the field of cross-cultural management (CCM). In recognition of current trends regarding m
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Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between E
Language: en
Pages: 593
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Renowned international experts Peter B. Smith, Mark F. Peterson, and David C. Thomas, editors of the The Handbook of Cross-Cultural Management, have drawn toget
