Marketing Across Cultures

@inproceedings{Trompenaars2004MarketingAC,
  title={Marketing Across Cultures},
  author={F. Trompenaars and P. Woolliams},
  year={2004}
}
  • F. Trompenaars, P. Woolliams
  • Published 2004
  • Political Science
  • Introduction: Marketing across cultures. 1. Marketing in a multicultural and changing world. 2. Cultural differences in a marketing context: value dimensions. 3. Cultural differences in a marketing context: further value dimensions. 4. Marketing research across cultures. 5. Branding across cultures. 6. Franchising across cultures. 7. Marketing across ethnic boundaries. 8. E--Marketing dilemmas across cultures. 9. Dilemmas of strategic marketing. 10. Develop your capacity to reconcile dilemmas… CONTINUE READING
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