MARKETING ACROSS CULTURES USUNIER J.,LEE J. Księgarnia

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.

The text adopts a cultural approach to international marketing, which has two main dimensions:

A cross-cultural approach compares national marketing systems and local commercial customs in various countries.

An intercultural approach, which is centred on the study of interaction between business people from different cultures.

The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.

Features

Each chapter concludes with questions and is followed by an appendix comprising of cases, exercises and critical incidences. This provides students with extra learning material to reinforce their understanding.
Extensive references to websites throughout the text allow students to have in-depth and updated access to cultural and business information.

Contents

PART ONE

1. The Cultural Variable in International Marketing

2. Cultural dynamics 1: Time and Space

3. Cultural Dynamics 2: Interactions, Mindsets and Behaviours

PART TWO

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

PART THREE

8. Intercultural Marketing Strategy

9. Product Policy1: 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

PART FOUR

13. Language, Culture and Communication

14. Intercultural Marketing Communications 1: Advertising

15. Intercultural Marketint Communications 2: Personal Selling, Networking and Public Relations

16. Intercultural Marketing Negotiations1: People, Trust, and Tasks

17: Intercultural Marketing Negotiations 2: Some Elements of National Styles of Business Negotiation

Paperback, 594 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.