Marketing across cultures

著者

書誌事項

Marketing across cultures

Jean-Claude Usunier

Prentice Hall, 1996

2nd ed

  • : pbk

タイトル別名

International marketing : a cultural approach

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注記

"Formerly `International marketing : a cultural approach'" -- t.p

Includes bibliographical references and indexes

内容説明・目次

内容説明

This book deals with international marketing and is intended to help readers develop their intercultural skillls. The cultural variable is of prime importance in that it impacts upon communication, business negotiation, consumer needs and attitudes and the design and implementation of marketing strategies. The book compares national marketing systems and local commercial customs in various countries, emphasising what is country-specific and what is universal. Instructor's Manual (0-13-236183-3).

目次

SCANNING THE ENVIRONMENT/THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING. The Cultural Process. Cultural Dynamics (1): Values and Mindsets. Cultural Dynamics (2): Time and Space. Cross-Cultural Consumer Behaviour. Cross-Cultural Market Research. GLOBAL MARKETING OR INTERCULTURAL MARKETING? Globalization of Markets? Intercultural Marketing. The Regional Dimension of Internal Marketing. DESIGNING CULTURALLY ADEQUATE MARKETING STRATEGIES. Adaptation or Standardisation of Product Policy: A Model for Choice. Management of Images Related to Nationality and Brand Name. The Critical Role of Pricing in Relational Exchange. International Distribution and Sales Promotion. COMMUNICATING AND SELLING ACROSS CULTURES. Language. Culture and Communication. Marketing Communications (1): Advertising. Marketing Communications. (2): Public Relations and Personal Selling. Marketing Negotiations (1): Cultural Issues. Markeing Negotiations (2): Some elements of the National Style.

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