328 Pages
by
Routledge
328 Pages
by
Routledge
328 Pages
by
Routledge
Also available as eBook on:
Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.
Given the importance of new emerging... Read more
1. Dimensions of Culture 2. Consumer Behaviour 3. Products 4. Promotional Strategies 5. Distribution 6. Internet and Mobile Commerce 7. Pricing Strategies 8. Marketing Management Practice 9. Marketing Research
Biography
Dawn Burton has taught sociology and marketing at leading British universities. She has written widely on cross-cultural consumer culture and has held numerous research grants in this area. She is the founding editor of the journal Marketing Theory. Her work has been published in leading journals in the fields of sociology, marketing, geography and management.
