ouvrage
Marketing across cultures
Jean-Claude Usunier (Auteur),
Julie Anne Lee (Auteur)
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.
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.
| Mention d'édition : | 5th edition |
| Editeur : | Prentice Hall, 2009 |
| Importance : | 1 vol. (XX-479 p.) |
| ISBN/ISSN/EAN : | 978-0-273-71391-3 |
| Langues: | Anglais |
| Mots clés : | MARKETING INTERNATIONAL MARKETING STRATEGIQUE MANAGEMENT INTERCULTUREL |
| Note de contenu : |
PART 1- 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 2- THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT 4. Cross-Cultural Consumer Behaviour. 5. Local Consumers and the Globalization of Consumption. 6. The Convergence of Marketing Environments and Practices World-Wide. 7. Cross-Cultural Market Research. PART 3- MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT 8. Intercultural Marketing Strategy. 9. Product Policy 1- Physical, Service, and Symbolic Attributes. 10. Product Policy 2- Managing Meaning. 11. The Critical Role of Price in Relational Exchange. 12. International Distribution and Sales Promotion. PART 4- INTERCULTURAL MARKETING COMMUNICATIONS 13. Language, Culture and Communication. 14. How to Improve Communication Effectiveness in International Business. 15. Intercultural Marketing Communications 1- Advertising. 16. Intercultural Marketing Communications 2- Personal Selling, Networking and Public Relations. 17. Intercultural Marketing Negotiations 1. 18. Intercultural Marketing Negotiations 2- Some Elements of the National Style of Business Negotiation. |
Exemplaires (1)
| Code-barres | Cote | Support | Localisation | Section | Disponibilité |
|---|---|---|---|---|---|
| 00161000219865 | 111.73 USU | Ouvrage | XL Library La Rochelle | Management | Disponible |
