Marketing in Culturally Distant Countries

<p>The aim of this book is to offer up-to-date insights into the challenges for international&nbsp;firms represented by managing their marketing mix in “distant” countries, especially&nbsp;considering the role played by cultural distance. Building on the famous McCarthy’s&nbsp;“4Ps,” and on the concept of “cultural distance,” the book outlines some key challenges&nbsp;and opportunities for firms that manage international marketing policies about “product,”&nbsp;“price,” “place,” and “promotion” in culturally distant markets. At the same time, the&nbsp;book looks at extant conceptualizations and approaches considering the evolving&nbsp;environmental forces, which are contributing to further challenges for firms that are&nbsp;confronted with changing economic and social scenarios. Indeed, markets and societies&nbsp;are increasingly affected by multiculturalism, and new patterns in consumers’ behaviors&nbsp;have emerged due to the proliferation of digital technologies and, more recently, due to&nbsp;several market disruptions such as the COVID-19 pandemic. How do firms manage&nbsp;culturally distant and increasingly evolving cultural environments is a relevant topic&nbsp;worthy of discussion from both a theoretical perspective and a practice-based approach,&nbsp;through the analysis of real-world case studies. Researchers of cross-cultural marketing&nbsp;and practitioners intending to get acquainted with the latest research on the topic would&nbsp;particularly benefit from this book.</p>