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Cross-Cultural Marketing

Editor

Listed:
  • Tiziano Vescovi

Abstract

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Suggested Citation

  • Tiziano Vescovi (ed.), 2022. "Cross-Cultural Marketing," Books, Edward Elgar Publishing, number 20873.
    • Handle: RePEc:elg:eebook:20873
    as

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