Authors: Jean-Claude Usunier, Julie Lee
ISBN-13: 9780273685296, ISBN-10: 0273685295
Format: Paperback
Publisher: Prentice Hall
Date Published: April 2005
Edition: 4th Edition
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Ann Lee, Associate Professor at The University of Western Australia
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 |