Cross-Cultural Marketing: Theory, practice and relevance / Edition 1

Cross-Cultural Marketing: Theory, practice and relevance / Edition 1

by Dawn Burton
     
 

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

Given the

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Overview

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including:

  • Cross-cultural consumer behaviour
  • Cross-cultural management practice
  • Promotional strategies
  • Product development
  • Distribution
  • Marketing research methods

Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

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Product Details

ISBN-13:
9780415448932
Publisher:
Taylor & Francis
Publication date:
01/02/2009
Pages:
328
Product dimensions:
6.14(w) x 9.21(h) x 0.69(d)

Table of Contents

1. Dimensions of Culture 2. Consumer Behaviour 3. Products 4. Promotional Strategies 5. Distribution 6. Internet and Mobile Commerce 7. Pricing Strategies 8. Marketing Management Practice 9. Marketing Research

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