"This book provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition, presenting intensified globalization scenarios, shifting demographics, and rapid innovations in technology and...

"This book provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition, presenting intensified globalization scenarios, shifting demographics, and rapid innovations in technology and...

Session 1.1: Cultures, Regions, and Identity -- Session 1.2: Cross-Cultural Ethics and Social Responsibility -- Session 2.1: Marketing Strategy and Performance -- Session 3.1: Consumer Behavior across Cultures (I) -- Session 3.2: Business-to-Business Marketing across Cultures -- Session 4.1:...