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.
|Title of host publication||Marketing Cases from Emerging Markets|
|Editors||Dilip Mutum, Sanjit Roy, Eva Kipnis|
|Place of Publication||Berlin|
|Number of pages||3|
|Publication status||Published - 2014|