Marketing Across Cultures

Name: Marketing Across Cultures
Author: Jean-Claude Usunier

Paperback Engels 2012 9780273757733

Verwachte levertijd ongeveer 9 werkdagen

99,34

In winkelwagen

Samenvatting

Marketing Across Cultures, 6th edition, by Jean-Claude Usunier and Julie Anne Lee

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 sixth edition has been extesively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It 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 e-networking, sustainability and the global economic crisis.

About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia

The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunierlee

Specificaties

ISBN13:9780273757733

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Schrijf een recensie

Uw cijfer

?

Log in om te stemmen

Inhoudsopgave

<ul> <li>PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING </li> <li>1. The cultural process </li> <li>2. Cultural dynamics 1: time and space </li> <li>3. Cultural dynamics 2: interactions, mindsets and behaviours </li> <li>PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT </li> <li>4. Cross-cultural consumer Behaviour </li> <li>5. Local consumers and the globalisation of consumption </li> <li>6. Cross-cultural market research </li> <li>PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT </li> <li>7. Intercultural marketing strategy </li> <li>8. Product policy 1: physical, service and symbolic attributes </li> <li>9. Product policy 2: managing meaning </li> <li>10. The critical role of price in relational exchange </li> <li>11 .International distribution and sales promotion </li> <li>PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS </li> <li>12. Language, culture and communication </li> <li>13. Intercultural marketing communications 1: advertising </li> <li>14. Intercultural marketing communications 2: personal selling, networking and public relations </li> </ul>