Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing meth

As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products mus

"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who

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

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