This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between E

This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need f

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing

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, w