Marketing Across Cultures, 5/e
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
Table of Content
PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING
- The cultural process
- Cultural dynamics 1: time and space
- Cultural dynamics 2: interactions, mindsets and behaviours
PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT
- Cross-cultural consumer Behaviour
- Local consumers and the globalisation of consumption
- Cross-cultural market research
PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT
- Intercultural marketing strategy
- Product policy 1: physical, service and symbolic attributes
- Product policy 2: managing meaning
- The critical role of price in relational exchange
- International distribution and sales promotion
PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS
- Language, culture and communication
- Intercultural marketing communications 1: advertising
- Intercultural marketing communications 2: personal selling, networking and public relations
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Salient Features
- Clear writing style
- Frequent links out to key websites
- Boxes highlight and expand on key issues
- End-of-chapter questions bring test the reader’s understanding of the major themes
- End-of-chapter scenarios, further reading and discussion guides
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