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9781861528018

Cross-Cultural Marketing

Cross-Cultural Marketing
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Product details

  • ISBN-13: 9781861528018
  • ISBN: 1861528019
  • Publisher: Cengage Learning

AUTHOR

Rugimbana, Robert, Nwankwo, Sonny

SUMMARY

The authors explore the key roles that multiculturalism plays in different societies and its impact on marketing theory and practice. Eight valuable case studies consider the AIDS crisis in Africa, the pharmaceutical industry, the introduction of the Euro and a number of cultural issues in retailing.Rugimbana, Robert is the author of 'Cross-Cultural Marketing' with ISBN 9781861528018 and ISBN 1861528019.

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