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J. Callebaut (Ed.)
Cross-Cultural Window on Consumer Behaviour
ISBN: 9789053509609
Aantal Pagina's: 197
Status: Verschenen - bestelbaar - leverbaar
Prijs: € 19,50
Uitgever : Garant Uitgevers nv
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Over het boek:
Cross-cultural… a prepossessing word that already introduced the title of another book published by the Censydiam Institute, Cross-culturally Correct Marketing (1997)? Nothing but a vogue word in this world of "global" consumer research? Quite the contrary.
Censydiam, or Center for Systematic Diagnosis in Marketing, indeed provides an insight into how consumers of various cultures - or civilizations - relate to identical psychological drives. In this sequal to Cross-culturally Correct Marketing, staff members of Censydiam have taken the definition of "culture" further than its pureley anthropological or material sense.