Marketing Across Cultures

Name: Marketing Across Cultures
Availability: InStock
ISBN: 9780273757733

ISBN-10: 0273757733

ISBN-13: 9780273757733

Edition: 6th 2013

Authors: Jean-Claude Usunier, Julie Anne Lee

List price: $54.99

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Book details

List price: $54.99
Edition: 6th
Copyright year: 2013
Publisher: Pearson Education, Limited
Publication date: 12/13/2012
Binding: Paperback
Pages: 496
Size: 7.25" wide x 9.50" long x 1.25" tall
Weight: 2.288
Language: English




The Cultural Variable in International Marketing



the cultural process



Cultural dynamics 1: time and space



Cultural dynamics 2: interactions, mindsets and behaviours



The Integration of Local Consumption in A Global Marketing Environment



Cross-cultural consumer Behaviour



Local consumers and the globalisation of consumption



Cross-cultural market research



Marketing Decisions for The Intercultural Environment



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



Interculutural Marketing Communications



Language, culture and communication



Intercultural marketing communications 1: advertising



Intercultural marketing communications 2: personal selling, networking and public relations