How Ethnocentric Tendencies Influence the Adaptability of Marketing Strategies in International Trade (CROSBI ID 653002)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Ahec Šonje, Amina ; Jurković Majić, Olivera ; Majić, Helena ; Zaninović, Jasenka
engleski
How Ethnocentric Tendencies Influence the Adaptability of Marketing Strategies in International Trade
This paper analyzes the effect of cultural factors in consumer's behaviour on international trade, especially in respect of the religious tendencies, and all the means of adapting the marketing strategy accordingly. The paper is based on the authors' authentic research conducted among the Croatian managers with a view to their opinion on concusmer's ethnocentrism.
international trade and international marketing, conusmer's ethnocentrism, adaptable marketing strategies
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Podaci o prilogu
1944-1953.
2009.
objavljeno
Podaci o matičnoj publikaciji
EuroMed Academy of Business Conference Book of Proceedings
Vrontis, Demetris ; Weber, Yaakov ; Kaufmann, Rudi ; Tarba, Shlomo
EuroMed Press
978-9963-634-76-7
2547-8516
Podaci o skupu
Conference Managerial and Entrepreneurial Developments in the Mediterranean Area (2 ; 2009)
predavanje
26.10.2009-28.10.2009
Salerno, Italija
Povezanost rada
Ekonomija