Jean-Claude Usunier,
Julie Lee,
Julie Anne Lee
Marketing Across Cultures
Paperback Engels 2012 6e druk 9780273757733Levertijd ± 9 werkdagen
Gratis verzonden
Samenvatting
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
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.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
Specificaties
ISBN13:9780273757733
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:496
Uitgever:Pearson Education
Druk:6
Hoofdrubriek:Reclame en verkoop, Marketing, Reclame en verkoop
Thema:
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
- 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
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan