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Marketing Across Cultures » (5th Edition)

Book cover image of Marketing Across Cultures by Jean-Claude Usunier

Authors: Jean-Claude Usunier, Julie Lee
ISBN-13: 9780273713913, ISBN-10: 0273713914
Format: Paperback
Publisher: Prentice Hall
Date Published: January 2009
Edition: 5th Edition

Author Biography: Jean-Claude Usunier

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

Book Synopsis

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.

	Introduction : marketing in the global villages
1	The cultural process	4
2	Cultural dynamics 1 : time and space	21
3	Cultural dynamics 2 : interactions, mindsets and behaviours	50
4	Cross-cultural consumer behaviour	86
5	Local consumers and the globalization of consumption	118
6	The convergence of marketing environments worldwide	155
7	Cross-cultural market research	181
8	Intercultural marketing strategy	218
9	Product policy 1 : physical, service and symbolic attributes	248
10	Product policy 2 : managing meaning	285
11	The critical role of price in relational exchange	316
12	International distribution and sales promotion	341
13	Language, culture and communication	374
14	Intercultural marketing communications 1 : advertising	409
15	Intercultural marketing communications 2 : personal selling, networking and public relations	457
16	Intercultural marketing negotiations 1 : people, trust and tasks	494
17	Intercultural marketing negotiations 2 : some elements of national styles of business negotiation	534