Marketing across Cultures: A Cultural Approach / Edition 2

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Editorial Reviews

Booknews
A new edition of the consumer marketing text adopting a cultural approach to international strategies by comparing national systems and local commercial customs in various countries. Once the definitions of culture have been established, the volume moves on to topics in cultural interaction between business people, and companies providing a methodology for dealing in intercultural situations. Specific sections on communication, globalization, consumer behavior, and negotiations present micro views from this macro theme. Originally published as International Marketing: A Cultural Approach. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780132361750
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 10/28/1996
  • Series: Prentice Hall College Titles Series
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 576
  • Product dimensions: 6.89 (w) x 9.29 (h) x 1.04 (d)

Table of Contents

Introduction
Pt. 1 Scanning the environment: The cultural variable in international marketing 1
1 The cultural process 3
2 Cultural dynamics 1: Time and space 28
3 Cultural dynamics 2: Interactions, mindsets and behaviours 65
4 Cross-cultural consumer behaviour 107
5 Cross-cultural market research 140
Pt. 2 Global marketing or intercultural marketing? 175
6 Globalization of markets? 177
7 Intercultural marketing: The regional dimension 203
8 Adaptation or standardization of product policy: A model for choice 242
Pt. 3 Marketing in the intercultural environment 275
9 Management of images related to nationality and brand name 277
10 The critical role of price in relational exchange 312
11 International distribution and sales promotion 340
Pt. 4 Intercultural marketing communications 365
12 Language, culture and communication 367
13 Intercultural marketing communications 1: Advertising 404
14 Intercultural marketing communications 2: Personal selling and public relations 455
15 Intercultural marketing negotiations 1 498
16 Intercultural marketing negotiations 2: Some elements of the national style of business negotiations 540
Postscript 559
Author index 563
Subject index 570
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