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Culture and Consumer Behavior explains the importance of cultural literacy in marketing, and why a solid understanding is vital to successful international marketing efforts. The authors use a conceptual and empirical framework for analyzing how culture affects consumer behaviors, and provide 7 steps for understanding the influence of culture on consumer behaviors. The 7 steps are as follows. 1.Identify the key components of culture. 2.Find out and describe the major clusters of countries or regions based on their similarities and differences in consumption behaviors. 3.Relate similarities...

Handbook of Culture and Creativity lays the groundwork for pursuing a new science for integrating the study of culture and creativity. Esteemed scholars in the field provide readers with an in-depth and systematic inquiry into the cultural perspectives of creativity.

Handbook of Culture and Creativity lays the groundwork for pursuing a new science for integrating the study of culture and creativity. Esteemed scholars in the field provide readers with an in-depth and systematic inquiry into the cultural perspectives of creativity.