Marketing in culturally distant countries managing the 4Ps in cross-cultural contexts /
The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in "distant" countries, especially considering the role played by cultural distance. Building on the famous McCarthys 4Ps, and on the concept of &quo...
| Main Author: | Magnani, Giovanna. |
|---|---|
| Other Authors: | SpringerLink (Online service) |
| Format: | eBook |
| Language: | English |
| Published: |
Cham, Switzerland :
Springer,
2022.
Cham, Switzerland : 2022. |
| Physical Description: |
1 online resource (195 pages). |
| Series: |
International series in advanced management studies.
|
| Subjects: |
CMU Electronic Access
Electronic Resource Click Here| Location | Call Number: | Status |
|---|---|---|
| CMU Electronic Access | Available |