Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Key Features:







International co-authors provide their perspectives to give a rounded view of the topic


Extensive case studies that allow students to learn how cross-cultural marketing works in practice


A European perspective that offers students insight into multiple subcultures’ experience of cross-cultural marketing


Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques.



Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.