Analyzing the cultural diversity of consumers in the global marketplace /
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--Provided by publisher.
Saved in:
Corporate Authors: | |
---|---|
Group Author: | ; ; ; |
Published: |
IGI Global,
|
Publisher Address: | Hershey, Pa. : |
Publication Dates: | [2015] |
Literature type: | eBook |
Language: | English |
Subjects: | |
Online Access: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-8262-7 |
Summary: |
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--Provided by publisher. |
Carrier Form: | PDFs (403 pages) : illustrations |
Bibliography: | Includes bibliographical references and index. |
ISBN: | 9781466682634 |
Access: | Restricted to subscribers or individual electronic text purchasers. |
Index Number: | HF5415 |
CLC: | F713.55 |
Contents: | Effect of globalization on multicultural consumer behavior / Lalita A. Manrai, Ajay K. Manrai, Tarek T. Mady -- The globalisation of the media: towards cultural homogeneity? / Shefali Virkar -- The roles of cross-cultural perspectives in global marketing / Kijpokin Kasemsap -- Teenagers' socio and cultural values: relation with entrepreneurship / Georg Dutschke [and 4 others] -- The globalization of the art market: a cross-cultural perspective where local features meet global circuits / Federica Codignola -- A framework of brand strategy and the "glocalization" approach: the case of Indonesia / Arnold Japutra, Bang Nguyen, T. C. Melewar -- The formation of usage intention of electric cars: a comparative study of Denmark, Belgium, and Italy / Camilla Barbarossa [and 4 others] -- A cross-national effect of ethnocentrism on purchase intention / Nadia Jim enez, Sonia San-Mart in -- Adoption of biomass heating systems: cross-market segmentation of the European Region / Inmaculada Garc ia-Maroto, Francisco Mu noz-Leiva -- Cultural perspectives on advertising perceptions and brand trustworthiness / Annie Danbury [and 3 others] -- A review of psycho- vs. socio-linguistics theories: an application to marketing research / Juan Miguel Alc antara-Pilar [and 3 others] -- Cultural frame switching: marketing implications / Jaime Noriega -- Codeswitching: an alternative approach to traditional communication methods for reaching multilinguals in the global marketplace / Melissa M. Bishop, Mark Peterson -- Foreign language display in advertising from a psycholinguistic and sociolinguistic perspective: a review and research agenda / Jos Hornikx, Frank van Meurs -- The moderating role of language on perceived risk and information-processing online / Juan Miguel Alc antara-Pilar [and 3 others]. |