| Transcultural Marketing for Incremental and Radical Innovation Contributor(s): Christiansen, Bryan (Editor), Yıldız, Salih (Editor), Yıldız, Emel (Editor) |
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ISBN: 1466647493 ISBN-13: 9781466647497 Publisher: Business Science Reference OUR PRICE: $175.75 Product Type: Hardcover - Other Formats Published: November 2013 |
| Additional Information |
| BISAC Categories: - Business & Economics | International - Marketing - Business & Economics | Marketing - General - Business & Economics | Consumer Behavior - General |
| Dewey: 658.800 |
| LCCN: 2013035157 |
| Series: Advances in Marketing, Customer Relationship Management, and |
| Physical Information: 1.25" H x 8.5" W x 11" (3.61 lbs) 588 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages. |