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Marketing across cultures / Jean-Claude Usunier, Julie Anne Lee.

Marketing across cultures / Jean-Claude Usunier, Julie Anne Lee.
Catalogue Information
Field name Details
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-
.
Catalogue Information 470 Beginning of record . Catalogue Information 470 Top of page .
Item Information
Barcode Shelf Location Collection Volume Ref. Branch Status Due Date Res. Issue
R00684 658.84 USUN 2005
 NonFiction   Sydney . Available .  
. Catalogue Record 470 ItemInfo Beginning of record . Catalogue Record 470 ItemInfo Top of page .