This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi

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, w

Going Global Can Be A Risky Business If You Don'T Divest Youself Of Your Ethnocentric Thinking. Handbook Of Cross-Cultural Marketing Shows You How To Sensitize

Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this