Marketing Across Cultures

Name: Marketing Across Cultures
Price: 11.57 USD
Availability: InStock
ISBN: 9780273685296

ISBN-10: 0273685295

ISBN-13: 9780273685296

Edition: 4th 2005 (Revised)

Authors: Julie Lee, Jean-Claude Usunier

List price: $110.67

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Description:

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.The text adopts a cultural approach to international marketing, which has two main dimensions: A cross-cultural approach compares national marketing systems and local commercial customs in various countries. An intercultural approach, which is centred on the study of interaction between business people from different cultures.The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing…

Book details

List price: $110.67
Edition: 4th
Copyright year: 2005
Publisher: FT Press
Publication date: 4/5/2005
Binding: Paperback
Pages: 594
Size: 7.25" wide x 9.50" long x 1.25" tall
Weight: 2.442
Language: English







The Cultural Variable in International Marketing



Cultural dynamics 1: Time and Space



Cultural Dynamics 2: Interactions, Mindsets and Behaviours






Cross-cultural Consumer Behaviour



Local Consumers and the Globalization of Consumption



The Convergence of Marketing Environments Worldwide



Cross-Cultural Market Research






Intercultural Marketing Strategy



Product Policy 1: Physical, Service and Symbolic Attributes



Product Policy 2: Managing Meaning



The Critical Role of Price in Relational Exchange



International Distribution and Sales Promotion






Language, Culture and Communication



Intercultural Marketing Communications 1: Advertising



Intercultural Marketint Communications 2: Personal Selling, Networking and Public Relations



Intercultural Marketing Negotiations1: People, Trust, and Tasks



Intercultural Marketing Negotiations 2: Some Elements of National Styles of Business Negotiation