Introduction to Socio-Cultural Influences 

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Any international marketer faces many challenges and one of the biggest challenges is dealing with socio-cultural factors and their influence on buying behaviour in the international environment. Hence any decisions relating to product design and usage, marketing communications, and making products available are all, to some extent affected by these factors.
Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
EditorsDilip Mutum, Sanjit Roy, Eva Kipnis
Place of PublicationBerlin
PublisherSpringer
Pages9-11
Number of pages3
ISBN (Electronic)978-3-642-36861-5
ISBN (Print)978-3-642-36860-8
DOIs
Publication statusPublished - 2014

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  • Cite this

    Tyrrell, J. (2014). Introduction to Socio-Cultural Influences . In D. Mutum, S. Roy, & E. Kipnis (Eds.), Marketing Cases from Emerging Markets (pp. 9-11). Berlin: Springer. https://doi.org/10.1007/978-3-642-36861-5_2