ISBN |
9780273685296- |
0273685295 (alk. paper)- |
Name |
Usunier, Jean-Claude |
Title |
Marketing across cultures / Jean-Claude Usunier, Julie Anne Lee.- |
Edition |
4th ed.- |
Published |
Harlow, Eng. : Financial Times Prentice Hall, 2005.- |
Description |
xx, 573 p. : ill. ; 25 cm.- |
Note |
Includes bibliographical references and index.- |
Contents |
Introduction : marketing in the global villages -- 1. The cultural process -- 2. Cultural dynamics 1 : time and space -- 3. Cultural dynamics 2 : interactions, mindsets and behaviours -- 4. Cross-cultural consumer behaviour -- 5. Local consumers and the globalization of consumption -- 6. The convergence of marketing environments worldwide -- 7. Cross-cultural market research -- 8. Intercultural marketing strategy -- 9. Product policy 1 : physical, service and symbolic attributes -- 10. Product policy 2 : managing meaning -- 11. The critical role of price in relational exchange -- 12. International distribution and sales promotion -- 13. Language, culture and communication -- 14. Intercultural marketing communications 1 : advertising -- 15. Intercultural marketing communications 2 : personal selling, networking and public relations -- 16. Intercultural marketing negotiations 1 : people, trust and tasks.- |
17. Intercultural marketing negotiations 2 : some elements of national styles of business negotiation.- |
Summary |
"Marketing Across Cultures, fourth edition, uses a successful two-stage cultural approach to explore international marketing: A cross-cultural approach which compares marketing systems and local commercial customs in various countries and an intercultural approach which studies the interaction between business people from different national cultures."--BOOK JACKET.- |
Subjects |
Export marketing -- Social aspects |
International business enterprises -- Social aspects |
Intercultural communication |
Added Names |
Lee, Julie, 1948- |