Transcultural Marketing for Incremental and Radical Innovation (Advances in Marketing, Customer Relationship Management, and E-Services)

by Bryan Christiansen (Editor), EmelYildiz (Editor), SalihYildiz (Editor)

• New

  Illustrated
  2013

  $224.90

  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. This title provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories.