Cross-Cultural Marketing

European Perspectives

Buch | Softcover

352 Seiten

2022
Edward Elgar Publishing Ltd (Verlag)
978-1-80088-976-7 (ISBN)

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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.

Edited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy

Contents:

Preface xii
Acknowledgements xiv

PART I THE CROSS-CULTURAL APPROACH
1 Cultures and markets 2
2 Methods for a cross-cultural analysis 16
3 An anthropologic approach 43
4 Case studies part I 48
References – Part I 73

PART II TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY
5 Evolution of international markets 77
6 Acquainted and non-acquainted markets 85
7 Case studies part II 98
References – Part II 117

PART III CROSS-CULTURAL MARKETING CHOICES AND DECISIONS
8 Cross-cultural marketing research 120
9 Consumer behaviour and cultural factors 129
10 Cross-cultural branding 147
11 Products and local cultures 163
12 Importers, retailers and sales force in different cultures 181
13 Cross-cultural marketing communication 192
14 Pricing across cultures – a framework 218
15 Case studies part III 234
References – Part III 273

PART IV CROSS-CULTURAL MARKETING CHALLENGES
16 Differently acquainted markets 287
17 Marketing strategies for a multipolar market 300
18 Conclusion to Cross-Cultural Marketing 308
19 Case studies part IV 311
References – Part IV 326

Index

Erscheinungsdatum	21.01.2022
Verlagsort	Cheltenham
Sprache	englisch
Maße	169 x 244 mm
Themenwelt	Sonstiges ► Geschenkbücher
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-80088-976-3 / 1800889763
ISBN-13	978-1-80088-976-7 / 9781800889767
Zustand	Neuware