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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…
This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need for cross-cultural marketing in multi-cultural societies.
In an era of increasing ethnic diversity within individual countries, national boundaries are no longer the only cultural barriers marketers need to consider. Drawing on insights from across the social sciences and humanities, this work study uses case examples to illustrate the…
Based on the research training requirements of UK Economic and Social Research Council postgraduate training, this is an introduction for beginning researchers to the core conceptual and practical skills required for successful research.