Handbook of Cross-Cultural Marketing

Handbook of Cross-Cultural Marketing

by Erdener Kaynak, Paul Herbig

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Product Details

ISBN-13: 9781317957867
Publisher: Taylor & Francis
Publication date: 04/08/2014
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 392
Sales rank: 1,167,330
File size: 2 MB

Table of Contents

Contents
Introduction
  • Part I. Premarketing
  • Chapter 1. Cultural Impacts of Markets: Pitfalls and Potentials
  • Chapter 2. The Standardization vs. Adaptation Debate: Wherefore Art Thou Now?
  • Chapter 3. Cross-Cultural Negotiations
  • Chapter 4. Cross-Cultural Dimensions of Marketing Research
  • Part II. Marketing
  • Chapter 5. Cross-Cultural Aspects of Products
  • Chapter 6. Cross-Cultural Influences on Advertising
  • Chapter 7. Cross-Cultural Aspects of Trade Fairs
  • Chapter 8. Cross-Cultural Sales Promotional Techniques
  • Chapter 9. Cross-Cultural issues in Sales and Sales Management
  • Chapter 10. A Cross-Cultural View of Channels of Distribution
  • Chapter 11. Pricing
  • Part III. PostMarketing
  • Chapter 12. Cross-CulturalAspects of Services Marketing
  • Chapter 13. Cross-Cultural Implications of the Aftermarket
  • Chapter 14. Cross-Cultural Dimensions of Service Quality
  • Chapter 15. Green Marketing
  • Conclusion
  • Bibliography
  • Index
  • Reference Notes Included

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