Cross-Cultural Marketing

Download or read book Cross-Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.