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Marketing in Culturally Distant Countries

Managing the 4Ps in Cross-Cultural Contexts
BuchKartoniert, Paperback
184 Seiten
Englisch
Springererschienen am30.06.20231st ed. 2022
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.mehr
Verfügbare Formate
BuchGebunden
EUR117,69
BuchKartoniert, Paperback
EUR117,69
E-BookPDF1 - PDF WatermarkE-Book
EUR106,99

Produkt

KlappentextThe 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.
Details
ISBN/GTIN978-3-031-04834-0
ProduktartBuch
EinbandartKartoniert, Paperback
Verlag
Erscheinungsjahr2023
Erscheinungsdatum30.06.2023
Auflage1st ed. 2022
ReiheInternational Series in Advanced Management Studies
Seiten184 Seiten
SpracheEnglisch
IllustrationenXV, 184 p. 28 illus., 18 illus. in color.
Artikel-Nr.54071329
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
1. Introduction: A Multi-Level Cultural Contexts Framework.- 2. Marketing in Distant Countries.- 3. A Review of Culture-Bound Approaches to International Marketing and Emerging Paradoxes.- 4. The Cultural Adaptation of the Marketing Mix.- 5. Managing the 4Ps in Culturally-Distant Countries: From Theory to Business Practice.mehr

Autor

Giovanna Magnani is Associate Professor of International Business and Management at the Department of Economics and Management of the University of Pavia (Italy) where she is vice director of the Ph.D. program in applied economics and management. Giovanna is co-chair of the annual ENTERYNG Workshop (ENTreprenEurship Research workshop for YouNG scholars) in partnership with EIASM (The European Institute for Advanced Studies in Management) and SIMA (Italian Society of Management). She has been visiting scholar at the University of Queensland (Australia), IAELyon Management School (France), and Georgia State University (US). Dr. Magnani's research interests span the fields of international entrepreneurship and international business in particular uncertainty-coping strategies, the role of learning and cognition in entering foreign distant markets, global value chain dynamics, and their re-configuration in consequence to the adoption of new technologies. She has published in many international and national refereed journals. In 2018, her work was recognized with the International Business Review best paper of the year award, and in 2020, she received the European Management Journal's best paper of the year award.