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Keywords: National cultures
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Journal Articles
The PD scale: a measure of psychic distance and its impact on international marketing strategy
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2011) 28 (2): 201–222.
Published: 26 April 2011
... mix elements (i.e. product, promotion, price, and distribution). Carlos M.P. Sousa can be contacted at: carlos.sousa@ucd.ie © Emerald Group Publishing Limited 2011 National cultures International business Marketing strategy Psychic distance is one of the most commonly cited...
Journal Articles
Cultural closeness as a facet of cultural affinity: A contribution to the theory of psychic distance
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (1999) 16 (3): 182–201.
Published: 01 June 1999
... as a viable and preferred alternative is available (Turnbull and Cunningham, 1981, p. 47). © MCB UP Limited 1999 Consumer behaviour International trade International marketing National cultures The problems of analysing culture have been commented on by Herskovits (1952, p. 238...
