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Transcultural marketing for incremental and radical innovation /

"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different

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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.
Brand equity
Cultural intelligence (CQ) and cultural indoctrination
Culturally diverse markets
Culture and ethnic consumer behavior
Market entry strategies
Product life cycles in international markets
Radical innovation in transportation
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-4749-7
Summary: "This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different
Carrier Form: PDFs (557 pages)
Bibliography: Includes bibliographical references.
ISBN: 9781466647503
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.5
Contents: Discovering the nexus between market orientation and open innovation: a grounded theory approach / Gul Denktas-Sakar, Cimen Karatas-Cetin, Omur Yasar Saatcioglu -- Unveiling culturally diverse markets: a typology of youth in Flanders, Belgium / Joyce Ko

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