Cross-Cultural Marketing: European Perspectives: Ed. Tiziano Vescovi. Cheltenham, UK: Edward Elgar Publishing 2022. 352 pp. ISBN 978-1-80088-976-7. List price: $36.00 Paperback.

Chapter 17 concludes the discussion by considering marketing strategies for a multipolar market. In this book, Professor Vescovi outlines several facets of this phenomenon in nineteen chapters, including various aspects of the cross-cultural approach, the evolution of international markets, marketing choices and decisions, and marketing challenges. Even as comprehensive as this book is, future editions could address the current tensions between globalization and nationalism (Obstfeld [2]) and how that has impacted cross-national marketing. Part III, titled "Cross-Cultural Marketing Choices and Decisions" includes seven chapters on a myriad of topics from market research, consumer behavior, branding, and products to retailers, marketing communications, and pricing. [Extracted from the article]