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

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    A Paperback by Jean-Claude Usunier, Julie Lee

    £999.99

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      Book details

      Publisher Pearson Education
      Published 12/20/2012 12:00:00 AM
      ISBN-13 9780273757733
      978-0273757733
      ISBN-10 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

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