With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that c

With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that c

Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of internationa

As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. S

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct