Handbook of Cross-Cultural Marketing
Author: Paul A. Herbig
List Price: $49.95
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ISBN: 078900285X
Publisher: Haworth Press (December, 1997)
Sales Rank: 374,728
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
A very in depth look at Cross Cultural Marketing
I have found this book to be very helpful in my research of Cross-Cultural Marketing. It is laid out in a logical order, and as it progresses it looks at every aspect in fine detail. The book is filled with both general knowledge and covers a variety of basic business aspects as well as giving many examples of good and bad marketing. I found many of the examples very amusing, and would leave a normal person wondering why would a large business employ such bad strategy as not to take local culture into account. This book gives ideas on different countries; western europe, eastern europe, Japan, India, and many different Asian countries. It is less developed for African marketing, while it does have some examples, it is also a less developed economy than the others.
Regardless if you are a student or a business person I think this book would be a great resource when studing marketing abroad. It has so many examples of the blunders and the sucesses. Similar Products
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