The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in “distant” co

The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in "distant" countr

Accessible and lively introduction to the management of cross-cultural communication for undergraduate and postgraduate business students. Drawing on the latest

The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domain

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between E