Handbook of research on effective marketing in contemporary globalism
By: Bryan Christiansen, PryMarke, LLC, USA, Salih Yildiz, Gümüşhane University, Turkey, Emel Yildiz, Gümüşhane University, Turkey
Publisher: Business Science Reference, An Imprint of IGI Global
Published: 2014
Place of publication: Hershey, PA
Language: eng
Number of pages: 463
ISBN-13: 9781466662209; 9781466662216; 9781466662230
Subjects: Marketing; Cross-cultural studies; New products; Consumers
Description: "This book provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition, presenting intensified globalization scenarios, shifting demographics, and rapid innovations in technology and productivity"--
Notes: "A volume in the advances in marketing, customer relationship management, and e-services (AMCRMES) book series"--T.p.

Includes bibliographical references (pages 393-454) and index.