- Item type
- Book
- Language
- English
- Publication year
- 2013
- Edition no.
- 6th.
- ISBN
- 978-0-273-75773-3
- Note
- Subjects
-
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. The sixth edition has been extensively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area. Using clear language and numerous illustrations, the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis. from back cover.
PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING --- 1. The cultural process --- 2. Cultural dynamics 1: time and space --- 3. Cultural dynamics 2: interactions and behaviours --- 4. Language, culture and communication --- PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT --- 5. Cross-cultural consumer Behaviour --- 6. Local consumers and the globalisation of consumption --- 7. Cross-cultural market research --- PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT --- 8. Intercultural marketing strategy --- 9. Product strategy: physical, service and symbolic attributes --- 10. The critical role of price in relational exchange --- 11 .International distribution and sales promotion --- PART IV: INTERCULTURAL MARKETING COMMUNICATIONS --- 12. Branding: managing meaning --- 13. Intercultural marketing communications 1: advertising --- 14. Intercultural marketing communications 2: personal selling, networking and public relations..
