Handbook of cross-cultural marketing
Author(s)
Bibliographic Information
Handbook of cross-cultural marketing
International Business Press, c1998
- : pbk
Available at 18 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references (p. 333-363) and index
Description and Table of Contents
Description
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses:
real life examples of company successes and failures abroad
attitudes toward middlemen in underdeveloped countries
the advantages of foreign trade shows
locating and using representatives, agents, and/or distributors in foreign countries
the reception of different American products in different countries
potential cultural pitfalls of primary data collecting techniques
the role of time in various cultures
setting standards for product performance
A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.
Table of Contents
Contents
Introduction
Part I. Premarketing
Chapter 1. Cultural Impacts of Markets: Pitfalls and Potentials
Chapter 2. The Standardization vs. Adaptation Debate: Wherefore Art Thou Now?
Chapter 3. Cross-Cultural Negotiations
Chapter 4. Cross-Cultural Dimensions of Marketing Research
Part II. Marketing
Chapter 5. Cross-Cultural Aspects of Products
Chapter 6. Cross-Cultural Influences on Advertising
Chapter 7. Cross-Cultural Aspects of Trade Fairs
Chapter 8. Cross-Cultural Sales Promotional Techniques
Chapter 9. Cross-Cultural issues in Sales and Sales Management
Chapter 10. A Cross-Cultural View of Channels of Distribution
Chapter 11. Pricing
Part III. PostMarketing
Chapter 12. Cross-CulturalAspects of Services Marketing
Chapter 13. Cross-Cultural Implications of the Aftermarket
Chapter 14. Cross-Cultural Dimensions of Service Quality
Chapter 15. Green Marketing
Conclusion
Bibliography
Index
Reference Notes Included
by "Nielsen BookData"