The Leading eBooks Store Online

for Kindle Fire, Apple, Android, Nook, Kobo, PC, Mac, BlackBerry ...

New to eBooks.com?

Learn more

Conceptualizing Culture

Implications for International Marketing Theory and Practice

Conceptualizing Culture
Add to cart
US$ 199.00
Culture study is increasingly becoming a leading theory in international marketing research, this special issue examines the role of culture within marketing theory and practice. Debates such as whether consumer cultures are globalizing, glocalizing or localizing; and the validity of different operationalizations of cultural and institutional distance are considered. Other issues addressed include those of the impact of culture on product adoption and diffusion across countries; the evolution of culture study within marketing; and the usefulness of identifying target markets through country cultural segmentation.
Emerald Group Publishing Limited; June 2008
112 pages; ISBN 9781846638671
Read online, or download in secure PDF format
Subject categories
ISBNs
1846638674
9781846638664
9781846638671