Handbook on Cross-Cultural Marketing

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Book details

• Author: Glen H.
• Publisher: Edward Elgar Publishing
• Edition: 1st Edition
• eText ISBN: 9781788978545
• Print ISBN: 9781788978538
• Format: Fixed Layout
• Language: en
• Copyright: 2020