| 書目名稱 | Marketing in Culturally Distant Countries |
| 副標題 | Managing the 4Ps in |
| 編輯 | Giovanna Magnani |
| 視頻video | http://file.papertrans.cn/625/624454/624454.mp4 |
| 概述 | Integrates the literature of international marketing with international business studies on distance.Reflects upon the “globalization vs localization” debate in relation to global marketing trends.Pre |
| 叢書名稱 | International Series in Advanced Management Studies |
| 圖書封面 |  |
| 描述 | .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 app |
| 出版日期 | Book 2022 |
| 關(guān)鍵詞 | Cultural distance; International marketing; International business; Marketing mix; Cross-cultural manage |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-031-04832-6 |
| isbn_softcover | 978-3-031-04834-0 |
| isbn_ebook | 978-3-031-04832-6Series ISSN 2366-8814 Series E-ISSN 2366-8822 |
| issn_series | 2366-8814 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
|Archiver|手機版|小黑屋|
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