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OverviewCulture study is increasingly becoming a leading theory in international marketing research, this special issue examines the role of culture within marketing theory and practice. Debates such as whether consumer cultures are globalizing, glocalizing or localizing; and the validity of different operationalizations of cultural and institutional distance are considered. Other issues addressed include those of the impact of culture on product adoption and diffusion across countries; the evolution of culture study within marketing; and the usefulness of identifying target markets through country cultural segmentation. Full Product DetailsAuthor: David GriffithPublisher: Emerald Group Publishing Imprint: Emerald Group Publishing ISBN: 9786611760960ISBN 10: 6611760962 Pages: 112 Publication Date: 06 June 2008 Audience: General/trade , General Format: Electronic book text Publisher's Status: Active Availability: Out of stock  The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |
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