Giovanna Magnani
Marketing in Culturally Distant Countries: Managing the 4Ps in Cross-Cultural Contexts
Marketing in Culturally Distant Countries: Managing the 4Ps in Cross-Cultural Contexts
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Format: Paperback / softback
Length: 184 pages
Publication date: 30 June 2023
Publisher: Springer International Publishing AG
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.
Dimension: 235 x 155 (mm)
ISBN-13: 9783031048340
Edition number: 1st ed. 2022
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