| Description |
1 online resource (viii, 72 pages) : illustrations |
| Contents |
Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany; Table of content; List of Abbreviations; List of Tables and Figures; 1. Introduction; 1.1. Problem description; 1.2. Objectives and scope of work; 2. Theoretical Fundamentals of Cultures; 2.1. Origin of culture and definition of different terms; 2.2. General overview of cultural theories; 2.3. Culture-related barriers to marketing; 3. Cultural Theories as a Tool to Visualise Cultural Differences; 3.1. Use of models and dimensions in intercultural studies |
|
3.2. Hall's cross-cultural communication model3.2.1. Scope of Hall's model; 3.2.2. Cross-cultural communication dimensions; 3.2.2.1. Context; 3.2.2.2. Space; 3.2.2.3. Time; 3.2.2.4. Speed of Information; 3.3. Hofstede's 5 dimensions model; 3.3.1. Scope of Hofstede's 5 dimensions model; 3.3.2. The 5 dimensions; 3.3.2.1. Power distance index; 3.3.2.2. Individualism versus Collectivism; 3.3.2.3. Masculinity versus Femininity; 3.3.2.4. Uncertainty avoidance; 3.3.2.5. Long-term orientation; 3.4. The American and German cultures according to Hall and Hofstede |
|
3.5. Critique of the theories of Hall and Hofstede4. Marketing Across Cultures; 4.1. Concept of marketing abroad; 4.1.1. Distinction between different geographical marketing terms; 4.1.2. Standardisation vs. adaptation; 4.2. Cultural differences and their effect on the marketing mix; 4.2.1. Scope of cultural influences on parts of the marketing mix; 4.2.2. Influence of culture on advertising; 4.2.3. Examples of culture-related American and German advertising; 4.2.4. Influence of culture on distribution; 4.2.5. Wal-Mart as a negative example of cross-cultural distribution; 5. Conclusion |
|
5.1. Achievement of goals5.2. Outlook and perspectives; Bibliography |
| Summary |
Hauptbeschreibung ""Companies that do not adapt to the new global realities will become victims of those that do."" In this quote Theodor Levitt, a former professor at the Harvard Business School, points out that companies all over the world need to deal with a process which has changed the way they carry on a business in many ways. The process, namely globalisation, takes advantages as well as disadvantages, not only for the business world but also for the individual. The importance to face globalisation has always been there but, it has increased with the evolving stages |
| Notes |
"Disseminate knowledge"--Cover |
| Bibliography |
Includes bibliographical references |
| Subject |
Hall, Edward T
|
|
Hofstede, Geert H
|
| SUBJECT |
Hofstede, Geert, 1928-2020 fast |
| Subject |
Marketing -- United States
|
|
Marketing -- Germany
|
|
Multiculturalism -- United States
|
|
Multiculturalism -- Germany
|
|
Minority consumers -- United States.
|
|
Minority consumers -- Germany
|
|
BUSINESS & ECONOMICS -- Management.
|
|
BUSINESS & ECONOMICS -- Reference.
|
|
BUSINESS & ECONOMICS -- Skills.
|
|
Marketing
|
|
Minority consumers
|
|
Multiculturalism
|
|
Germany
|
|
United States
|
| Form |
Electronic book
|
| ISBN |
9783954895366 |
|
3954895366 |
|
