Handbook of cross-cultural marketing
tarafından
 
Herbig, Paul A. author

Başlık
: 
Handbook of cross-cultural marketing

Yazar
: 
Herbig, Paul A. author

ISBN
: 
9780789001542

Yazar Ek Girişi
: 
Herbig, Paul A. author

Fiziksel Tanımlama
: 
xvi, 375 pages ; 22 cm.

İçerik
: 
Ch. 1. Culture Impacts of Markets: Pitfalls and Potentials -- Ch. 2. The Standardization versus Adaptation Debate: Wherefore Art Thou Now? -- Ch. 3. Cross-Cultural Negotiations -- Ch. 4. Cross-Cultural Dimensions of Marketing Research -- Ch. 5. Cross-Cultural Aspects of Products -- Ch. 6. Cross-Cultural Influences on Advertising -- Ch. 7. Cross-Cultural Aspects of Trade Fairs -- Ch. 8. Cross-Cultural Sales Promotional Techniques -- Ch. 9. Cross-Cultural Issues in Sales and Sales Management -- Ch. 10. A Cross-Cultural View of Channels of Distribution -- Ch. 11. Pricing -- Ch. 12. Cross-Cultural Aspects of Services Marketing -- Ch. 13. Cross-Cultural Implications of the Aftermarket.

Özet
: 
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, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultu.

Konu Başlığı
: 
Marketing -- Cross-cultural studies.
 
Pazarlama -- Kültürlerarası incelemeler.
 
Export marketing -- Cross-cultural studies.
 
İhracat pazarlaması -- Kültürlerarası incelemeler.


LibraryMateryal TürüDemirbaşYer NumarasıDurumu / Lokasyon / İade Tarihi
Ekonomi KütüphanesiKitapEKOBKN0006337658.848 HEI 1998Merkez Kütüphane Genel Koleksiyon