Description
Book SynopsisViewing Europe as the centre of intercultural confrontation with its own set of subcultures,
Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.
Key Features:
- International co-authors provide their perspectives to give a rounded view of the topic
- Extensive case studies that allow students to learn how cross-cultural marketing works in practice
- A European perspective that offers students insight into multiple subcultures’ experience of cross-cultural marketing
- Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques.
Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.
Trade Review‘Comprehensive, well-written and excellent for teaching, with a focus on how culture permeates all marketing activities. A must-read.’ -- Ilan Alon, University of Agder, Norway
‘Good books on cross-cultural marketing are scarce. Tiziano Vescovi’s book fills this gap. It offers an extensive and comprehensive overview of cultural models, culturally sensitive marketing strategies and practice, and cross-cultural research, and has both a strong conceptual and a practitioner’s angle. A must-read!’ -- Patrick De Pelsmacker, University of Antwerp, Belgium
Table of ContentsContents: Preface xii Acknowledgements xiv PART I THE CROSS-CULTURAL APPROACH 1 Cultures and markets 2 2 Methods for a cross-cultural analysis 16 3 An anthropologic approach 43 4 Case studies part I 48 References – Part I 73 PART II TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY 5 Evolution of international markets 77 6 Acquainted and non-acquainted markets 85 7 Case studies part II 98 References – Part II 117 PART III CROSS-CULTURAL MARKETING CHOICES AND DECISIONS 8 Cross-cultural marketing research 120 9 Consumer behaviour and cultural factors 129 10 Cross-cultural branding 147 11 Products and local cultures 163 12 Importers, retailers and sales force in different cultures 181 13 Cross-cultural marketing communication 192 14 Pricing across cultures – a framework 218 15 Case studies part III 234 References – Part III 273 PART IV CROSS-CULTURAL MARKETING CHALLENGES 16 Differently acquainted markets 287 17 Marketing strategies for a multipolar market 300 18 Conclusion to Cross-Cultural Marketing 308 19 Case studies part IV 311 References – Part IV 326 Index
