@inbook{02025cd05b2340949d5e864d67014bce,
title = "International marketing at the interface of the alluring global and the comforting local",
keywords = "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",
author = "G{\"u}liz Ger and Olga Kravets and {\"O}zlem Sandikci",
year = "2013",
month = mar,
day = "1",
doi = "10.4324/9780203357262",
language = "English",
isbn = "9780203357262",
pages = "30--42",
booktitle = "Marketing Management",
publisher = "Taylor and Francis",
address = "United States",
}