With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice.
November 2020, ca. 230 Seiten, Englisch
Taylor and Francis
978-0-367-90254-4
Taylor and Francis
978-0-367-90254-4