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Creating a culturally sensitive marketing strategy for diffusion of innovations using Hofstede's six dimensions of national culture
Chandan, Harish C. - In: Handbook of research on effective marketing in …, (pp. 66-91). 2014
Persistent link: https://www.econbiz.de/10010403584
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Marketing the hearth : ornamental embroidery and the building of the multinational Singer Sewing Machine Company
Cruz-Fernández, Paul A. de la - In: Enterprise & society : the international journal of … 15 (2014) 3, pp. 442-471
Persistent link: https://www.econbiz.de/10010416193
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Are you reaching the Black-American consumer? : how the rise of US multiculturalism ended up sending mixed marketing messages
Franklin, Esther - In: Journal of advertising research 54 (2014) 3, pp. 259-262
Persistent link: https://www.econbiz.de/10010419831
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Diversity in advertising : broadening the scope of research directions
Williams, Jerome D. (contributor) - 2014 - First issued in paperback
Persistent link: https://www.econbiz.de/10010414491
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Sound symbolism effects across languages : implications for global brand names
Shrum, L. J.; Lowrey, Tina M.; Luna, David; Lerman, Dawn B. - In: International journal of research in marketing : IJRM ; … 29 (2012) 3, pp. 275-279
Persistent link: https://www.econbiz.de/10009613717
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Are you talking to me? : addressing consumers in a globalised world
Lenoir, Anne-Sophie Irène Andrée - 2015
Persistent link: https://www.econbiz.de/10011406504
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Handbook of culture and consumer behavior
Ng, Sharon (contributor); Lee, Angela Y. (contributor) - 2015
Persistent link: https://www.econbiz.de/10011297040
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Intercultural marketing : theory and practice
Beveridge, Ivana - 2021
Cover -- Half Title -- Title -- Copyright -- Contents -- Preface -- Acknowledgments -- 1 The Globalization Imperative -- 2 Decoding Culture: The Basics of Cultural Literacy -- 3 Universal Criteria for Understanding Cultures -- 4 Conceptual East-West Differences: Psychological Processes,...
Persistent link: https://www.econbiz.de/10013174884
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Transcultural marketing for incremental and radical innovation
Christiansen, Bryan (contributor); Yildiz, Salih (contributor) - 2014
"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different cultures and multiple languages"--
Persistent link: https://www.econbiz.de/10010210087