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3 of 3 people found the following review helpful:
5.0 out of 5 stars
A very in depth look at Cross Cultural Marketing,
By
This review is from: Handbook of Cross-Cultural Marketing (Hardcover)
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. |
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Handbook of Cross-Cultural Marketing by Paul A. Herbig (Paperback - November 6, 1997)
$60.95
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