Gerard Tellis clearly communicates all aspects of promotion using the most recent social sciences research findings, to enable prospective managers to design their own successful strategies.
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Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have lit…
In 11 chapters by leading scholars, 'The Market Makers' provides a detailed but highly readable analysis of how retailers have become the leading drivers of the new global economy.
