Name: Transcultural Marketing for Incremental and Radical Innovation (Advances in Marketing, Customer Relationship Management, and E-Services (Amcrmes) Book Series)
Price: 200.86 USD
Availability: InStock
Author: Bryan Christiansen
ISBN: 9781466647497

portada Transcultural Marketing for Incremental and Radical Innovation (Advances in Marketing, Customer Relationship Management, and E-Services (Amcrmes) Book Series)

Type

Physical Book

Publisher

Business Science Reference

Author

Bryan Christiansen

Format

Hardcover

ISBN13

9781466647497

Synopsis "Transcultural Marketing for Incremental and Radical Innovation (Advances in Marketing, Customer Relationship Management, and E-Services (Amcrmes) Book Series)"

As téchnology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition.

Transcultural Marketing for Incrementa' and Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importante of marketing products and services across different cultures and multiple languages.

Topics Covered:
-Brand Equity.
-Cultural Intelligence (CQ) and Cultural lndoctrination.
-Culturally Diverse Markets.
-Culture and Ethnic Consumer Behavior.
-Market Entry Strategies.
-Product Life Cycles in International Markets.
-Radical Innovation in Transportation.
-Strategic Management and Global Competitiveness.
-Transcultural Understanding in Business Communication.