Marketing Across Cultures
Pearson Education Limited (Verlag)
978-0-273-75773-3 (ISBN)
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING
1. The cultural process
2. Cultural dynamics 1: time and space
3. Cultural dynamics 2: interactions, mindsets and behaviours
PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT
4. Cross-cultural consumer Behaviour
5. Local consumers and the globalisation of consumption
6. Cross-cultural market research
PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT
7. Intercultural marketing strategy
8. Product policy 1: physical, service and symbolic attributes
9. Product policy 2: managing meaning
10. The critical role of price in relational exchange
11 .International distribution and sales promotion
PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS
12. Language, culture and communication
13. Intercultural marketing communications 1: advertising
14. Intercultural marketing communications 2: personal selling, networking and public relations
| Erscheint lt. Verlag | 20.12.2012 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 191 x 248 mm |
| Gewicht | 942 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-75773-3 / 0273757733 |
| ISBN-13 | 978-0-273-75773-3 / 9780273757733 |
| Zustand | Neuware |
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