Handbook of Cross-Cultural Marketing by Erdener Kaynak, Paul Herbig
Handbook of Cross-Cultural Marketing

Erdener Kaynak, Paul Herbig

Handbook of Cross-Cultural Marketing

Erdener Kaynak, Paul Herbig

392 pages missing pub info (editions)

nonfiction business economics informative medium-paced
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Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the bo...

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