ISBN-10:
0273713914
ISBN-13:
9780273713913
Pub. Date:
01/29/2009
Publisher:
Prentice Hall
Marketing Across Cultures / Edition 5

Marketing Across Cultures / Edition 5

by Jean-Claude Usunier, Julie Lee
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Product Details

ISBN-13: 9780273713913
Publisher: Prentice Hall
Publication date: 01/29/2009
Edition description: Older Edition
Pages: 496
Product dimensions: 7.40(w) x 9.60(h) x 1.20(d)

About the Author

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

Table of Contents

Table of contents

PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING

1. The cultural process

2. Cultural dynamics 1: time and space

3. Cultural dynamics 2: interactions, mindsets and behaviours

PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT

4. Cross-cultural consumer Behaviour

5. Local consumers and the globalisation of consumption

6. Cross-cultural market research

PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT

7. Intercultural marketing strategy

8. Product policy 1: physical, service and symbolic attributes

9. Product policy 2: managing meaning

10. The critical role of price in relational exchange

11 .International distribution and sales promotion

PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS

12. Language, culture and communication

13. Intercultural marketing communications 1: advertising

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

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