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The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and...
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"We are grateful for the leadership position you, our market, have awarded to this book. Best-selling status in the international business field imposes an obligation to deliver cutting-edge innovations and improvements in terms of content as well as presentation. We honor your trust by doing...
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Small and medium-sized enterprises (SMEs) play an important role in economic and development growth, particularly in developing countries. Their success depends on the expansion of their markets across borders, based on the strategies adopted, in which differentiation strategies and positional...
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