{"product_id":"culture-guiding-strategic-marketing-decisions-arthur-marcon-9786208164300","title":"Culture guiding strategic marketing decisions","description":"With increasingly dynamic market scenarios and demanding and informed consumers, companies need to adapt their marketing mix to local specifications and, above all, to the cultural characteristics of the environment. In this way, this book analyses the institutional communication actions of a multinational operating in Brazil and the United States with the aim of describing the macro-environmental variables that influence brand management, as well as an analysis in the light of Hofstede's theory on adaptation decisions under the aspects of individualism versus collectivism, the dichotomy between masculinity and femininity, power distance and the extent to which uncertainty is avoided.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Arthur Marcon,Érico Marcon,Janine Fleith de Medeiros\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 6208164303\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9786208164300\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Our Knowledge Publishing\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/07\/2024\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 88\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.31lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.21d","brand":"Arthur Marcon","offers":[{"title":"Paperback","offer_id":48446483595519,"sku":"9786208164300","price":61.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_fc946c17-9421-4806-a7a5-2dc18a31bc9d.jpg?v=1777224939","url":"https:\/\/www.whiterainbookhouse.com\/products\/culture-guiding-strategic-marketing-decisions-arthur-marcon-9786208164300","provider":"WR Book House","version":"1.0","type":"link"}