TY  - BOOK
AU  - Usunier,Jean-Claude
AU  - Lee,Julie Anne
TI  - Marketing across cultures
SN  - 0273685295 (alk. paper)
AV  - HF1416 .U85 2005
U1  - 658.84 22
PY  - 2005///
CY  - New York
PB  - Financial Times Prentice Hall
KW  - Export marketing
KW  - Social aspects
KW  - International business enterprises
KW  - Intercultural communication
N1  - 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

N2  - 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
UR  - http://repository.fue.edu.eg/xmlui/handle/123456789/4334
ER  -