Marketing Across Cultures

Abstract

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.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 191 citations exist upstream.