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

By: Contributor(s): Material type: TextTextPublisher: New York : Financial Times Prentice Hall, 2005Edition: Fourth editionDescription: 1 volume (XVIII-478 pages) : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0273685295 (alk. paper)
Subject(s): DDC classification:
  • 658.84 22 U.J.M
LOC classification:
  • HF1416 .U85 2005
Online resources:
Contents:
PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING 1. The cultural process 2. Cultural dynamics 1: time and space 3. Cultural dynamics 2: interactions, mindsets and behaviours PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT 4. Cross-cultural consumer Behaviour 5. Local consumers and the globalisation of consumption 6. Cross-cultural market research PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT 7. Intercultural marketing strategy 8. Product policy 1: physical, service and symbolic attributes 9. Product policy 2: managing meaning 10. The critical role of price in relational exchange 11 .International distribution and sales promotion PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS 12. Language, culture and communication 13. Intercultural marketing communications 1: advertising 14. Intercultural marketing communications 2: personal selling, networking and public relations
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 658.84 U.J.M (Browse shelf(Opens below)) Available 00005038

Includes bibliographical references and index.

PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING 1. The cultural process 2. Cultural dynamics 1: time and space 3. Cultural dynamics 2: interactions, mindsets and behaviours PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT 4. Cross-cultural consumer Behaviour 5. Local consumers and the globalisation of consumption 6. Cross-cultural market research PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT 7. Intercultural marketing strategy 8. Product policy 1: physical, service and symbolic attributes 9. Product policy 2: managing meaning 10. The critical role of price in relational exchange 11 .International distribution and sales promotion PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS 12. Language, culture and communication 13. Intercultural marketing communications 1: advertising 14. Intercultural marketing communications 2: personal selling, networking and public relations

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.

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