Description

Book Synopsis


Table of Contents
  • 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

Marketing Across Cultures

    Product form

    £999.99

    Includes FREE delivery

    A Paperback by Jean-Claude Usunier, Julie Lee

    Out of stock

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of Marketing Across Cultures by Jean-Claude Usunier

      Publisher: Pearson Education
      Publication Date: Publication Date: 12/20/2012 12:00:00 AM
      ISBN13: 9780273757733, 978-0273757733
      ISBN10: 0273757733
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis


      Table of Contents
      • 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

      Recently viewed products

      © 2026 Book Curl

        • American Express
        • Apple Pay
        • Diners Club
        • Discover
        • Google Pay
        • Maestro
        • Mastercard
        • PayPal
        • Shop Pay
        • Union Pay
        • Visa

        Login

        Forgot your password?

        Don't have an account yet?
        Create account