Téléchargez le livre : Marketing in Culturally Distant Countries

Marketing in Culturally Distant Countries

Managing the 4Ps in Cross-Cultural Contexts de

Éditeur :

Springer


Collection :

International Series in Advanced Management Studies

Paru le : 2022-06-28

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Description

The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in “distant” countries, especially considering the role played by cultural distance. Building on the famous McCarthy’s “4Ps,” and on the concept of “cultural distance,” the book outlines some key challenges and opportunities for firms that manage international marketing policies about “product,” “price,” “place,” and “promotion” in culturally distant markets. At the same time, the book looks at extant conceptualizations and approaches considering the evolving environmental forces, which are contributing to further challenges for firms that are confronted with changing economic and social scenarios. Indeed, markets and societies are increasingly affected by multiculturalism, and new patterns in consumers’ behaviors have emerged due to the proliferation of digital technologies and, more recently,due to several market disruptions such as the COVID-19 pandemic. How do firms manage culturally distant and increasingly evolving cultural environments is a relevant topic worthy of discussion from both a theoretical perspective and a practice-based approach, through the analysis of real-world case studies. Researchers of cross-cultural marketing and practitioners intending to get acquainted with the latest research on the topic would particularly benefit from this book.
Pages
184 pages
Collection
International Series in Advanced Management Studies
Parution
2022-06-28
Marque
Springer
EAN papier
9783031048319
EAN PDF
9783031048326
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
18
Taille du fichier
4065 Ko
Prix
116,04 €
EAN EPUB
9783031048326
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
18
Taille du fichier
11848 Ko
Prix
116,04 €

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