• DOI:10.1016/s0024-6301(97)80987-9
Corpus ID: 153093949

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

View via Publisher

Save to Library

Create Alert

Cite

Launch Research Feed