Add to ORKGClassical consumer marketing textbooks generally emphasize world markets and are often cross-border extensions of American marketing thought, blatantly ignoring people, languages and cultures and implicitly arguing in favour of uniformity. Whereas large multinational companies, such as Mars, Pepsi-Cola, L'Oréal or Nestlé, in fact do not follow the traditional textbook recipes: their practice is always much more adaptive to and respectful of local contexts. Further, the relatively recent financial shockwaves have left many of much of the developed world with very low or non-existent growth. This has prompted companies to seriously examine potential for growth into emerging and developing nations. However, these markets have very different co...
Recent years have witnessed an increasing interest in the consequences of culture for global marketi...
The question of whether global or national consumers exist has plagued researchers and practitioners...
Recent years have witnessed an increasing interest in the consequences of culture for global marketi...
Includes bibliographical references and index.Book fair 2012p. cm.Marketing Across Cultures offers a...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
O ne of the most difficult choices that multinational corporations face isdeciding whether to run th...
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-C...
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-C...
International Marketing, a compilation of open educational resources, discusses how organizations ma...
Modern marketing emphasizes maintaining a close connection to customers. Market orientation is said ...
textOver the last half-century, word-of-mouth communication has moved from a phenomenon to a contro...
textOver the last half-century, word-of-mouth communication has moved from a phenomenon to a contro...
With globalisation taking centre stage in the business world and multiculturalism affecting markets ...
Recent years have witnessed an increasing interest in the consequences of culture for global marketi...
The question of whether global or national consumers exist has plagued researchers and practitioners...
Recent years have witnessed an increasing interest in the consequences of culture for global marketi...
Includes bibliographical references and index.Book fair 2012p. cm.Marketing Across Cultures offers a...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
O ne of the most difficult choices that multinational corporations face isdeciding whether to run th...
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-C...
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-C...
International Marketing, a compilation of open educational resources, discusses how organizations ma...
Modern marketing emphasizes maintaining a close connection to customers. Market orientation is said ...
textOver the last half-century, word-of-mouth communication has moved from a phenomenon to a contro...
textOver the last half-century, word-of-mouth communication has moved from a phenomenon to a contro...
With globalisation taking centre stage in the business world and multiculturalism affecting markets ...
Recent years have witnessed an increasing interest in the consequences of culture for global marketi...
The question of whether global or national consumers exist has plagued researchers and practitioners...
Recent years have witnessed an increasing interest in the consequences of culture for global marketi...