International marketing at the interface of the alluring global and the comforting local

Güliz Ger, Olga Kravets, Özlem Sandikci

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationMarketing Management
Subtitle of host publicationA Cultural Perspective
PublisherTaylor and Francis
Number of pages13
ISBN (Electronic)9781136597725
ISBN (Print)9780203357262
Publication statusPublished - 1 Mar 2013


  • Adaptation
  • Allure of the global
  • Comfort of the local
  • Consumer ethnocentricity
  • Cultural resource
  • Cultural tension
  • Global marketing strategy
  • Glocalization
  • Historical specificity
  • Local marketing strategy
  • Nationalism
  • Religion
  • Standardization

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