| Description |
xvi, 479 pages : illustrations ; 25 cm |
| Contents |
Introduction -- Part 1. The cultural variable in international marketing -- 1. The cultural process -- 2. Cultural dynamics 1 : time and space -- 3. Cultural dynamics : interactions, mindsets and behaviours -- Part 2. The integration of local consumption in a global marketing environment -- 4. Cross-cultural consumer behaviour -- 5. Local consumers and the globalization of consumption -- 6. Cross-cultural market research -- Part 3. Marketing decision 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 4. Intercultural marketing communications -- 12. Language, culture and communication -- 13. Intercultural marketing communications 1 : advertising -- 14. Intercultural marketing communications 2 : personal selling, networking and public relations -- Author index -- Subject index |
| Summary |
In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. '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. The fifth edition is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area. Using clear language and numerous illustrations the text guides students through key cultural marketing issues, including new material on hot topics such as ethics, corporate social responsibility, and bribery." - back cover |
| Notes |
Previous ed.: 2005 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing -- Social aspects.
|
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International business enterprises -- Social aspects.
|
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Intercultural communication.
|
| Author |
Lee, Julie Anne.
|
| LC no. |
2008038953 |
| ISBN |
9780273713913 paperback |
|
0273713914 paperback |
|
