02284oam 2200577I 450 991067929660332120230803023340.00-7890-0285-X1-315-86549-11-317-95786-51-317-95787-310.4324/9781315865492 (CKB)2550000001263029(EBL)1666938(SSID)ssj0000404935(PQKBManifestationID)12135915(PQKBTitleCode)TC0000404935(PQKBWorkID)10355178(PQKB)10217678(MiAaPQ)EBC1666938(OCoLC)897465983(EXLCZ)99255000000126302920180706d2013 uy 0engur|n|---|||||txtccrHandbook of cross-cultural marketing /Paul A. HerbigNew York :Routledge,2013.1 online resource (392 p.)"First published 1998 by The Haworth Press, Inc."--T.p. verso.0-7890-0154-3 1-306-58137-0 Includes bibliographical references and index.pt. 1. Premarketing -- pt. 2. Marketing -- pt. 3. Postmarketing.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, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.Designed to assist both American and foreign companies, Handbook of Cross-CultuMarketingCross-cultural studiesExport marketingCross-cultural studiesMarketingExport marketing658.8/48658.848Herbig Paul A.482176MiAaPQMiAaPQMiAaPQBOOK9910679296603321Handbook of cross-cultural marketing2424094UNINA