Cross-cultural management [electronic resource] : essential insights for international marketers / Nigel Holden [and] Martin Glisby.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Exporting, international and global marketing management: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (30 min.) : color, sound)Subject(s): Export marketing -- Management | International business enterprises -- ManagementOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Culture is a major variable in the planning and execution of international marketing programs -- The traditional values-based assumptions about culture have limitations in today's interconnected global economy -- An alternative concept focuses on international marketing as a knowledge-based activity -- Examples of challenges and benefits of this approach.
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Mode of access: World Wide Web.