Cross-cultural Marketing: Theory, Practice And Relevance

Cross-Cultural Marketing provides a concise and insightful approach to a complex and important subject. In an era of increasing ethnic diversity within individual countries, national boundaries are no longer the only cultural barriers that marketers need to consider. A cross cultural perspective is required if companies are to maximize the potential revenue from ethnic groups with rising levels of expenditure. In the UK, for example, the 'ethnic' market is estimated to be worth around 12 billion each year.

Written in an accessible manner, each chapter begins with learning objectives and ends with questions for discussion at the end. Case studies are integrated throughout to illustrate theory drawn from the latest academic research with practical examples.

Written from a critical theoretical perspective drawing on multidisciplinary insights from across the social sciences and humanities, this is an interesting and thought provoking read for all students interested in the realities in contemporary marketing.