Abstract
Culture is an important element influencing consumer behavior, yet one which is difficult to effectively communicate to students. This paper exemplifies a unique approach to defining, discussing and reinforcing the concept, as well as relating it to marketing theory and application.
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Steinberg, M., Greene, S. (2015). Conceptualizing the Cultural Concepts in Marketing and Consumer Behavior. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_35
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DOI: https://doi.org/10.1007/978-3-319-17046-6_35
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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