search query: @author Jallat, F. / total: 4
reference: 2 / 4
| Author: | Jallat, F. Kimmel, A.J. |
| Title: | Marketing in culturally diverse environments: The case of Western Europe |
| Journal: | Business Horizons
2002 : JUL/AUG, VOL. 45:4, p. 30-36 |
| Index terms: | Marketing Culture Competition Consumption Case studies Western Europe USA |
| Language: | eng |
| Abstract: | It is still too early to talk about a unified set of European marketing theories despite the apparent ongoing convergence resulting from development in macroeconomics and the European Union (EU). This article deals with differences of European vs. American, Anglo-Scandinavian and Mediterranean-Germanic approaches, models and legal orientation. |
SCIMA