Marketing in Culturally Distant Countries : Managing the 4Ps in Cross-Cultural Contexts / by Giovanna Magnani

By:

Magnani, Giovanna [VerfasserIn]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: International Series in Advanced Management Studies | Springer eBook CollectionPublisher: Cham : Springer International Publishing, 2022Publisher: Cham : Imprint: Springer, 2022Description: 1 Online-Ressource (XV, 184 p. 28 illus., 18 illus. in color.)ISBN:

9783031048326

Subject(s):

Additional physical formats: 9783031048319 | 9783031048333 | 9783031048340 | Erscheint auch als: 9783031048319 Druck-Ausgabe | Erscheint auch als: 9783031048333 Druck-Ausgabe | Erscheint auch als: 9783031048340 Druck-AusgabeDOI: DOI: 10.1007/978-3-031-04832-6Online resources:

Summary: 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.Summary: 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. Building on the famous McCarthy’s “4Ps,” and on the concept of “cultural distance,” the book outlines some key challenges and opportunities for firms that manage international marketing policies about “product,” “price,” “place,” and “promotion” in culturally distant markets. At the same time, the book looks at extant conceptualizations and approaches considering the evolving environmental forces, which are contributing to further challenges for firms that are confronted with changing economic and social scenarios. Indeed, markets and societies are increasingly affected by multiculturalism, and new patterns in consumers’ behaviors have emerged due to the proliferation of digital technologies and, more recently, due to several market disruptions such as the COVID-19 pandemic. How do firms manage culturally distant and increasingly evolving cultural environments is a relevant topic worthy of discussion from both a theoretical perspective and a practice-based approach, through the analysis of real-world case studies. Researchers of cross-cultural marketing and practitioners intending to get acquainted with the latest research on the topic would particularly benefit from this book.PPN: PPN: 1809128692Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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