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Cross-cultural marketing theory, practice and relevance

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Bibliographic Details
Main Author: Burton, Dawn, 1961-
Format: Book
Language:English
Published: Milton Park, Abingdon, Oxon New York, NY Routledge 2009.
Subjects:
Marketing.
Multiculturalism.
Minority consumers.
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Table of Contents:
  • Defining culture
  • Cross-cultural consumer behaviour
  • Products and cross-cultural environments
  • Advertising and promotion
  • Place chapter
  • Internet and mobile technology
  • Pricing
  • Relationship marketing
  • Market research.

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