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Handbook of research on effective marketing in contemporary globalism /

"This book provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition, presenting intensified globalization scenarios, shifting demographics, a

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Bibliographic Details
Corporate Authors: IGI Global
Group Author: Christiansen, Bryan, 1960-; Yildiz, Salih, 1982-; Yildiz, Emel, 1984-
Published: IGI Global,
Publisher Address: Hershey, Pa. :
Publication Dates: [2014]
Literature type: eBook
Language: English
Subjects:
Marketing > Cross-cultural studies.
New products > Cross-cultural studies.
Consumers > Cross-cultural studies.
Branding and brand equity
Business and product life cycles
Convergence/divergence theory
Cultural intelligence (CQ)
Guerilla marketing
International marketing
Strategic marketing management
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-6220-9
Summary: "This book provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition, presenting intensified globalization scenarios, shifting demographics, a
Carrier Form: PDFs (463 pages)
Bibliography: Includes bibliographical references.
ISBN: 9781466662216
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.5
Contents: Logistics innovation: a service-dominant logic-based conceptual framework / Omur Yasar Saatcioglu, Gul Denktas-Sakar, Cimen Karatas-Cetin -- The mediating role of innovation in strategic international marketing / Ho Yin Wong -- Understanding culture, mo

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