Transcultural Marketing for Incremental and Radical Innovation

Transcultural Marketing for Incremental and Radical Innovation

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As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental a Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.Research topics include Strategic and International Management, Food and Wine Business, Marketing Best Practice, ... in Banking and Finance established with a corpus fund of the Reserve Bank of India at National Law University Jodhpur;anbsp;...

Title:Transcultural Marketing for Incremental and Radical Innovation
Author:Christiansen, Bryan
Publisher:IGI Global - 2013-11-30


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