Marketing in Culturally Distant Countries

The aim of this book is to offer up-to-date insights into the challenges for internationalfirms represented by managing their marketing mix in "distant" countries, especiallyconsidering the role played by cultural distance. Building on the famous McCarthy's"4Ps," and on the concept of "cultural distance," the book outlines some key challengesand opportunities for firms that manage international marketing policies about "product,""price," "place," and "promotion" in culturally distant markets. At the same time, thebook looks at extant conceptualizations and approaches considering the evolvingenvironmental forces, which are contributing to further challenges for firms that areconfronted with changing economic and social scenarios. Indeed, markets and societiesare increasingly affected by multiculturalism, and new patterns in consumers' behaviorshave emerged due to the proliferation of digital technologies and, more recently,due toseveral market disruptions such as the COVID-19 pandemic. How do firms manageculturally distant and increasingly evolving cultural environments is a relevant topicworthy of discussion from both a theoretical perspective and a practice-based approach,through the analysis of real-world case studies. Researchers of cross-cultural marketingand practitioners intending to get acquainted with the latest research on the topic wouldparticularly benefit from this book.