Transcultural marketing for incremental and radical innovation /
"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"--...
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Bibliographic Details
| Main Authors: |
Christiansen, Bryan, 1960- editor,
Yildiz, Salih, 1982- editor,
Yildiz, Emel, 1984- editor |
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| Format: | |
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| Language: | eng |
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| Published: |
Hershey, Pennsylvania : Business Science Reference,
2014
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| Subjects: | |
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