Cross-Cultural marketing: European Perspectives

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion. Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment. Key features include: • international co-authors provide their perspectives to give a rounded view of the topic • extensive case studies that allow students to learn how cross-cultural marketing works in practice • a European perspective that offers students insight into multiple subcultures’ experience of cross-cultural marketing • innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques. Focused on the intercultural evolution taking place in our connected