* Blends theory and practice, and conventional and novel case studies, for a holistic approach to cross-cultural marketing * Incorporates less-discussed but important cultural topics such as religion and intracultural paradoxes * Stands out from mainstream consumer behavior books by introducing non-Western concepts, including the Asian framework of "eight contradictory value pairs" that embraces contradictory values within any culture

Kategori: Bøger (usorteret)