Marketing across cultures
著者
書誌事項
Marketing across cultures
Prentice Hall, an imprint of Pearson Education, c2000
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing Across Cultures is a unique and successful text, popular because of its topical and engaging cultural perspective, an angle which other texts do not cover in such detail. Offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.
目次
PART 1: 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 4. Cross-Cultural Consumer Behaviour 5. Cross-cultural market research PART 2: GLOBAL MARKETING OR INTERCULTURAL MARKETING? 6. Globalisation of markets? 7. Intercultural marketing: The regional dimension 8. Adaptation or standardization of product policy: A model for choice PART 3: MARKETING IN THE INTERCULTURAL ENVIRONMENT 9. Management of images related to nationality and brand name 10. The Critical Role of Price in Relational Exchange 11. International Distribution and Sales Promotion PART 4: INTERCULTURAL MARKETING COMMUNICATIONS 12. Language, Culture and Communication 13. Intercultural Marketing Communications 1: Advertising 14. Intercultural Marketing Communications 2: Personal Selling and Public Relations 15. Intercultural Marketing Negotiations 1 16. Intercultural Marketing Negotiations 2: Some Elements of the National Style of Business Negotiations
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