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Marketing across cultures
(Pearson, 2013)
This book examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that ...
International marketing research
(John Wiley & Sons Ltd, 2005)
This book is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global ...
Global marketing : a decision-oriented approach
(Prentice Hall, 2010)
International marketing
(McGraw-Hill, 2020)
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, ...
International marketing strategy : the country of origin effect on decision-making in practice
(Springer, 2020)
Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing ...
The handbook of international trade : a guide to the principles and practice of export
(GMB Publishing Ltd, 2008)
This book provides a thorough understanding of the issues involved in developing and managing overseas trade. Aimed at students studying for the Institute of Export professional qualification and practitioners involved in ...
International marketing and export management
(Pearson, 2016)
This book offers an accessible state-of-the-art text in international marketing. The book covers the evolving internationally competitive landscape that almost all firms and consumers find themselves acting in today. ...
Marketing management : a cultural perspective
(Routledge, 2020)
"Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. ...
International marketing
(McGraw-Hill/Irwin, 2011)
Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any ...