Title:
Transcultural marketing for incremental and radical innovation
Series:
Advances in marketing, customer relationship management, and E-Services (AMCRMES) book series
Physical Description:
xxvii, 560 pages: illustrations; 29 cm.
ISBN:
9781466647497
9781466647503
9781466647510
General Note:
"Premier Reference Source"--Cover
Abstract:
"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different cultures and multiple languages"-- Provided by publisher
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010336415 | HF5415 T73 2014 f | Open Access Book | Folio Book | Searching... |
On Order
Summary
Summary
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.
