by Ildefonso Grande Esteban · ESIC Editorial · tapa blanda · ISBN 9788473563833
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«Marketing croscultural» is the cross-cultural marketing work by Ildefonso Grande Esteban, published by ESIC Editorial in paperback (312 pages).
Ildefonso Grande Esteban starts from the concept of culture and its traditional and anthropological dimensions to explain how it influences consumer behavior; he then proposes adapting product, price, distribution and communication decisions to the cultural context of each market.
This work, which belongs to the Libros profesionales de empresa collection and includes a CD-ROM, won the Alpha 2005 Award for the best Marketing book by a Spanish author.
Aimed at marketing professionals, managers and readers of economics and business interested in sales management and cross-cultural consumption.
Discover second-hand books by Ildefonso Grande Esteban.
