Brodowsky, Glen H. (ed.); Schuster, Camille P. (ed.) - 2020
-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross …Contents: Foreword / Jean-Claude Usunier -- 1 Introduction to the handbook on cross-cultural marketing / Glen H …. Brodowsky -- Part I: Cross-cultural marketing themes and theories -- 2 cross-cultural marketing insights / Camille P. Schuster …