Marketing Across Cultures / Edition 4

Marketing Across Cultures / Edition 4

by Jean-Claude Usunier, Julie Lee
     
 

Marketing Across Cultures, fourth edition, uses a successful two-stage cultural approach to explore international marketing: A cross-cultural approach which compares marketing systems and local commercial customs in various countries and an intercultural approach which studies the interaction between business people from different national cultures. See more details below

Overview

Marketing Across Cultures, fourth edition, uses a successful two-stage cultural approach to explore international marketing: A cross-cultural approach which compares marketing systems and local commercial customs in various countries and an intercultural approach which studies the interaction between business people from different national cultures.

Product Details

ISBN-13:
9780273685296
Publisher:
Prentice Hall
Publication date:
04/05/2005
Edition description:
REV
Pages:
594
Product dimensions:
7.46(w) x 9.73(h) x 1.19(d)

Table of Contents

Introduction : marketing in the global villages
1The cultural process4
2Cultural dynamics 1 : time and space21
3Cultural dynamics 2 : interactions, mindsets and behaviours50
4Cross-cultural consumer behaviour86
5Local consumers and the globalization of consumption118
6The convergence of marketing environments worldwide155
7Cross-cultural market research181
8Intercultural marketing strategy218
9Product policy 1 : physical, service and symbolic attributes248
10Product policy 2 : managing meaning285
11The critical role of price in relational exchange316
12International distribution and sales promotion341
13Language, culture and communication374
14Intercultural marketing communications 1 : advertising409
15Intercultural marketing communications 2 : personal selling, networking and public relations457
16Intercultural marketing negotiations 1 : people, trust and tasks494
17Intercultural marketing negotiations 2 : some elements of national styles of business negotiation534

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