Cross-cultural marketing : theory, practice and relevance - Burton, Dawn, 1961- (Abingdon, Oxon ; New York : Routledge, 2008)
Defining culture -- Cross-cultural consumer behaviour -- Products and cross-cultural environments -- Advertising and promotion -- Place chapter -- Internet and mobile technology -- Pricing -- Relationship marketing -- Market research.
Includes bibliographical references and index.
Also available as an electronic resource.
Keywords: Marketing; Multiculturalism; Minority consumers