Handbook of Cross-Cultural Marketing

by Paul Herbig and Erdener Kaynak

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, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating...

• Format: Paperback
• Language: English
• ISBN: 078900285X
• ISBN13: 9780789002853
• Release Date: November 1997
• Publisher: Routledge
• Length: 392 Pages
• Weight: 1.19 lbs.
• Dimensions: 1.0" x 6.1" x 8.4"