Analyzing the cultural diversity of consumers in the global marketplace
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, and Lucia Porcu, editors
| Year of publication: |
[2015]
|
|---|---|
| Other Persons: | Alcantara-Pilar, Juan Miguel (ed.) ; Barrio-García, Salvador del (ed.) ; Crespo-Almendros, Esmeralda (ed.) ; Porcu, Lucia (ed.) |
| Publisher: |
Hershey, Pa. : Business Science Reference, an imprint of IGI Global |
| Subject: | Internationales Marketing | International marketing | Interkulturelles Marketing | Cross-cultural marketing | Konsumentenverhalten | Consumer behaviour | Welt | World | Weltwirtschaft | Interkulturelles Management | Marketing |
| Description of contents: |
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--Provided by publisher.
|
Online Resource
| Extent: | Online-Ressource(PDFs (403 pages)) |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Aufsatzsammlung ; Sammelwerk ; Collection of articles of several authors |
| Language: | English |
| Notes: | "Premier reference source"--Cover Includes bibliographical references and index Systemvoraussetzungen: PDF-Reader Effect of globalization on multicultural consumer behavior / Lalita A. Manrai, Ajay K. Manrai, Tarek T. MadyThe globalisation of the media: towards cultural homogeneity? / Shefali Virkar The roles of cross-cultural perspectives in global marketing / Kijpokin Kasemsap Teenagers' socio and cultural values: relation with entrepreneurship / Georg Dutschke [and 4 others] The globalization of the art market: a cross-cultural perspective where local features meet global circuits / Federica Codignola A framework of brand strategy and the "glocalization" approach: the case of Indonesia / Arnold Japutra, Bang Nguyen, T. C. Melewar The formation of usage intention of electric cars: a comparative study of Denmark, Belgium, and Italy / Camilla Barbarossa [and 4 others] A cross-national effect of ethnocentrism on purchase intention / Nadia Jiménez, Sonia San-Martín Adoption of biomass heating systems: cross-market segmentation of the European Region / Inmaculada García-Maroto, Francisco Muñoz-Leiva Cultural perspectives on advertising perceptions and brand trustworthiness / Annie Danbury [and 3 others] A review of psycho- vs. socio-linguistics theories: an application to marketing research / Juan Miguel Alcántara-Pilar [and 3 others] Cultural frame switching: marketing implications / Jaime Noriega Codeswitching: an alternative approach to traditional communication methods for reaching multilinguals in the global marketplace / Melissa M. Bishop, Mark Peterson Foreign language display in advertising from a psycholinguistic and sociolinguistic perspective: a review and research agenda / Jos Hornikx, Frank van Meurs The moderating role of language on perceived risk and information-processing online / Juan Miguel Alcántara-Pilar [and 3 others]. |
| ISBN: | 1-4666-8263-9 ; 978-1-4666-8263-4 ; 1-4666-8262-0 ; 978-1-4666-8262-7 |
| Other identifiers: | 10.4018/978-1-4666-8262-7 [DOI] |
| Classification: | Außenwirtschaft: Allgemeines ; Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011305438