000 02998cam a22003618a 4500
999 _c5740
_d5740
001 13680961
005 20210328112542.0
008 040809s2005 nyu b 001 0 eng d
010 _a 2004057632
020 _a0273685295 (alk. paper)
040 _aDLC
_cEG-NcFUE
_dEG-NcFUE
_erda
050 0 0 _aHF1416
_b.U85 2005
082 0 0 _a658.84
_222
_bU.J.M
100 1 _aUsunier, Jean-Claude.
_924760
_eauthor
245 1 0 _aMarketing across cultures /
_cJean-Claude Usunier, Julie Lee.
250 _aFourth edition.
264 1 _aNew York :
_bFinancial Times Prentice Hall,
_c2005.
300 _a1 volume (XVIII-478 pages) :
_billustrations ;
_c25 cm.
336 _2rdacontent
_atext
337 _2rdamedia
_aunmediated
338 _2rdacarrier
_avolume
504 _aIncludes bibliographical references and index.
505 0 _aPART 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
520 _aMarketing 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.
650 0 _aExport marketing
_xSocial aspects.
_924761
650 0 _aInternational business enterprises
_xSocial aspects.
_924762
650 0 _aIntercultural communication.
_924763
700 1 _aLee, Julie Anne.
_924764
_ejoint author
856 _3Abstract
_uhttp://repository.fue.edu.eg/xmlui/handle/123456789/4334
942 _cBK
_2ddc