This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi
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, w
Going Global Can Be A Risky Business If You Don'T Divest Youself Of Your Ethnocentric Thinking. Handbook Of Cross-Cultural Marketing Shows You How To Sensitize
Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this
An invaluable contribution to the area of leadership studies, the Handbook of International and Cross-Cultural Leadership Research Processes: Perspectives, Prac
