Marketing Across CulturesISBN: 978-1-84112-471-1
Paperback
336 pages
September 2004, Capstone
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 15-20 days delivery time. The book is not returnable.
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Introduction: Marketing across cultures.
1. Marketing in a multicultural and changing world.
2. Cultural differences in a marketing context: value dimensions.
3. Cultural differences in a marketing context: further value dimensions.
4. Marketing research across cultures.
5. Branding across cultures.
6. Franchising across cultures.
7. Marketing across ethnic boundaries.
8. E-Marketing dilemmas across cultures.
9. Dilemmas of strategic marketing.
10. Develop your capacity to reconcile dilemmas.
Conclusion.
Appendix: Accumulating and interpreting the evidence.
Bibliography.
Index.
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