Handbook of cross-cultural marketing / / Paul A. Herbig
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| Autore: |
Herbig Paul A.
|
| Titolo: |
Handbook of cross-cultural marketing / / Paul A. Herbig
|
| Pubblicazione: | New York : , : Routledge, , 2013 |
| Descrizione fisica: | 1 online resource (392 p.) |
| Disciplina: | 658.8/48 |
| 658.848 | |
| Soggetto topico: | Marketing |
| Export marketing | |
| Note generali: | "First published 1998 by The Haworth Press, Inc."--T.p. verso. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | pt. 1. Premarketing -- pt. 2. Marketing -- pt. 3. Postmarketing. |
| Sommario/riassunto: | 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-Cultu |
| Titolo autorizzato: | Handbook of cross-cultural marketing |
| ISBN: | 0-7890-0285-X |
| 1-315-86549-1 | |
| 1-317-95786-5 | |
| 1-317-95787-3 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910679296603321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |