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【異文化マーケティングハンドブック】

Handbook on Cross–Cultural Marketing(Research Handbooks in Business and Management series) H 304 p. 20

Brodowsky, Glen H., Schuster, Camille P.  編
在庫状況 海外在庫有り  お届け予定日 20日間  数量 冊 
価格 特価  \28,363(税込)         

発行年月 2020年10月
出版社/提供元
出版国 イギリス
言語 英語
媒体 冊子
装丁 hardcover
ページ数/巻数 304 p.
ジャンル 洋書/社会科学/経営学/マーケティング
ISBN 9781788978538
商品コード 1031644498
本の性格 学術書
新刊案内掲載月 2020年07月
商品URL
参照
https://kw.maruzen.co.jp/ims/itemDetail.html?itmCd=1031644498

内容

Disillusionment with globalization, along with a rise in nationalist sentiment, may lead one to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined - only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field's foremost experts.

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