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Transcultural Marketing for Incremental and Radical Innovation by Bryan Christiansen, Salih Yıldız, Emel Yıldız

Transcultural Marketing for Incremental and Radical Innovation

by Bryan Christiansen , Salih Yıldız , Emel Yıldız
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Book cover type: Hardcover
  • ISBN13: 9781466647497
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Business Science Reference
  • Publisher Imprint: Business Science Reference
  • Publication Date:
  • Pages: 588
  • Original Price: GBP 148.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1638 grams
  • BISAC Subject(s): International / Marketing

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.

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