1
Usunier J-C, Lee JA. Marketing across cultures. 4th ed. Harlow: FT Prentice Hall 2005.
2
Doole I. International marketing strategy. Seventh edition. Routledge .
3
Mooij MK de. Consumer behavior and culture. 2nd ed. Los Angeles, [Calif.] ,London: SAGE 2011.
4
Hollensen S. Global marketing. Sixth edition. Harlow: Pearson 2014.
5
A C, G C, R C, et al. Global Market and Commercials: Understanding Cultural Diversities. Knowledge & Process Management. ;22:167–80.
6
M C. Localization is the key to going global with content marketing.
7
Chen, Steven. Cultural technology: A framework for marketing cultural exports - analysis of Hallyu (the Korean wave). International Marketing Review. 2016;33:25–50.
8
Risko, Tünde CsaponeWiwczaroski, Troy. From Domestic Marketing through International Marketing to Intercultural Marketing. Economic Affairs. ;59:439–47.
9
Griffith DA, Hoppner JJ. Global marketing managers: Improving global marketing strategy through soft skill development. International Marketing Review. 2013;30:21–41.
10
Sheth JN, Sharma A. International e-marketing: opportunities and issues. International Marketing Review. 2005;22:611–22.
11
Cleveland M, Laroche M, Papadopoulos N. You are what you speak? Globalization, multilingualism, consumer dispositions and consumption. Journal of Business Research. 2015;68:542–52. doi: 10.1016/j.jbusres.2014.09.008
12
Keegan WJ, Green MC. Global marketing. 8th ed., Global edition. Harlow: Pearson Education 2015.
13
Kirton G, Greene AM. The dynamics of managing diversity: a critical approach. Third edition. Amsterdam: Butterworth-Heinemann 2010.
14
Muhlbacher H. International marketing: a global perspective. London: International Thomson Business 2006.
15
Peter JP, Olson JC. Consumer behavior & marketing strategy. 9th ed. [International ed.]. Boston, Mass: McGraw-Hill 2010.
16
Schneider SC, Barsoux J-L, Stahl GK. Managing across cultures. Third edition. Harlow: Pearson 2014.
17
Cleveland M, Laroche M. Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research. 2007;60:249–59. doi: 10.1016/j.jbusres.2006.11.006
18
Bennett MJ. Becoming interculturally competent.
19
Cleveland M, Laroche M, Hallab R. Globalization, culture, religion, and values: Comparing consumption patterns of Lebanese Muslims and Christians. Journal of Business Research. 2013;66:958–67. doi: 10.1016/j.jbusres.2011.12.018
20
EMCC Company network: Case example of Schneider Electric.
21
Cateora PR, Gilly MC, Graham JL. International marketing. 14th ed. Burr Ridge, Ill: McGraw Hill 2010.
22
Kotler P, Keller KL. Marketing management. 15th edition ; Global edition. Boston: Pearson 2016.
