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100   $a20180706d2013      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aHandbook of cross-cultural marketing /$fPaul A. Herbig
210  1$aNew York :$cRoutledge,$d2013.
215   $a1 online resource (392 p.)
300   $a"First published 1998 by The Haworth Press, Inc."--T.p. verso.
311   $a0-7890-0154-3 
311   $a1-306-58137-0 
320   $aIncludes bibliographical references and index.
327   $apt. 1. Premarketing -- pt. 2. Marketing -- pt. 3. Postmarketing.
330   $aGoing 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-Cultu
606   $aMarketing$vCross-cultural studies
606   $aExport marketing$vCross-cultural studies
615  0$aMarketing
615  0$aExport marketing
676   $a658.8/48
700   $aHerbig$b Paul A.$0482176
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a996215641103316
996   $aHandbook of cross-cultural marketing$92424094
997   $aUNISA