Handbook on Cross-Cultural Marketing

Research Handbooks in Business and Management series

Edited by Glen H. Brodowsky, Professor of Marketing and Camille P. Schuster, Professor Emerita of Marketing, California State University San Marcos, US

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

‘The collection of seventeen chapters is indeed a welcome addition to the global marketing literature, and I did enjoy reading them
very much.’
– Abhijit Roy, Journal of International Consumer Marketing