Intercultural Marketing: Theory and Practice

By Ivana Beveridge

Book Overview

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice.

• Format: Paperback
• Language: English
• ISBN: 0367902540
• ISBN13: 9780367902544
• Release Date: November 2020
• Publisher: Routledge
• Length: 230 Pages
• Weight: 0.74 lbs.
• Dimensions: 0.5" x 6.0" x 9.0"