Cross-Cultural Marketing. European Perspectives (en Inglés) - Tiziano Vescovi

Key Features:

International co-authors provide their perspectives to give a rounded view of the topicExtensive case studies that allow students to learn how cross-cultural marketing works in practiceA European perspective that offers students insight into multiple subcultures’ experience of cross-cultural marketingInnovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques.

Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.