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Transcultural Marketing for Incremental and Radical Innovation

Transcultural Marketing for Incremental and Radical Innovation

Bryan Christiansen, Salih Yıldız, Emel Yıldız
Copyright: © 2014 |Pages: 588
ISBN13: 9781466647497|ISBN10: 1466647493|EISBN13: 9781466647503
DOI: 10.4018/978-1-4666-4749-7
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MLA

Christiansen, Bryan, et al., editors. Transcultural Marketing for Incremental and Radical Innovation. IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4749-7

APA

Christiansen, B., Yıldız, S., & Yıldız, E. (Eds.). (2014). Transcultural Marketing for Incremental and Radical Innovation. IGI Global. https://doi.org/10.4018/978-1-4666-4749-7

Chicago

Christiansen, Bryan, Salih Yıldız, and Emel Yıldız, eds. Transcultural Marketing for Incremental and Radical Innovation. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4749-7

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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 & 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.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Dedication
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Editorial Advisory Board and List of Reviewers
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FOREWORD
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PREFACE
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Chapters
Back Materials
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Compilation of References
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About the Contributors
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Index
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