Globalization, culture, and marketing strategy: Introduction to the special issue
This special issue of the Journal of Business Research features eleven articles selected from the papers presented during the fifth meeting of the Royal Bank International Research Seminar which took place in Montreal at the John Molson School of Business, Concordia University, September 25 and 26, 2009. They cover topics related to globalization, cultural values, global consumer behavior, market segmentation, marketing strategies of emerging economies, consumer socialization, materialism, service quality, and government actions.
Year of publication: |
2011
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Authors: | Laroche, Michel |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 64.2011, 9, p. 931-933
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Publisher: |
Elsevier |
Keywords: | Globalization Culture Marketing strategy Cultural values Global consumer behavior |
Saved in:
Online Resource
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