© 2016

Cultural Perspectives in a Global Marketplace

Proceedings of the 2010 Cultural Perspectives in Marketing Conference

  • Dheeraj Sharma
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Cultures, Regions, and Identity

  3. Cross-Cultural Ethics and Social Responsibility

  4. Marketing Strategy and Performance

    1. Front Matter
      Pages 15-15
    2. Jorge Francisco Bertinetti Lengler, Daniel Jimenez Jimenez, Marcelo Gattermann Perin Pontifícia, Juan-Gabriel Cegarra-Navarro, Cláudio Hoffmann Sampaio
      Pages 15-16
  5. Consumer Behavior across Cultures (I)

    1. Front Matter
      Pages 22-22
    2. Enrique Bigné, Joaquin Aldás, Antonio Hyder
      Pages 26-33
  6. Business-to-Business Marketing across Cultures

  7. Cross-Cultural Research Methodology

    1. Front Matter
      Pages 35-35
    2. Raluca Mogos Descotes, Bjorn Walliser, Hartmut H. Holzmüller, Xiaoling Guo
      Pages 36-36

About these proceedings


This volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Perspectives in a Global Marketplace. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior.



Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.


Academy of Marketing Science Cultural Perspectives in Marketing Customer Behavior Developments in Marketing Science Marketing Research Marketing Strategy

Editors and affiliations

  • Dheeraj Sharma
    • 1
  1. 1.The University of WinnipegWinnipegCanada

Bibliographic information

  • Book Title Cultural Perspectives in a Global Marketplace
  • Book Subtitle Proceedings of the 2010 Cultural Perspectives in Marketing Conference
  • Editors Dheeraj Sharma
  • Series Title Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • DOI
  • Copyright Information Academy of Marketing Science 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-319-18695-5
  • Softcover ISBN 978-3-319-38694-2
  • eBook ISBN 978-3-319-18696-2
  • Series ISSN 2363-6165
  • Series E-ISSN 2363-6173
  • Edition Number 1
  • Number of Pages XIV, 145
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Additional Information Originally published by the Academy of Marketing Science, Ruston, LA, 2010
  • Topics Marketing
    Business Strategy/Leadership
  • Buy this book on publisher's site
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