Marketing across cultures
著者
書誌事項
Marketing across cultures
Financial Times/Prentice Hall, 2005
4th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.
目次
PART ONE1. The Cultural Variable in International Marketing2. Cultural dynamics 1: Time and Space3. Cultural Dynamics 2: Interactions, Mindsets and BehavioursPART TWO4. Cross-cultural Consumer Behaviour5. Local Consumers and the Globalization of Consumption6. The Convergence of Marketing Environments Worldwide7. Cross-Cultural Market ResearchPART THREE8. Intercultural Marketing Strategy9. Product Policy1: Physical, Service and Symbolic Attributes10 Product Policy 2: Managing Meaning11. The Critical Role of Price in Relational Exchange12: International Distribution and Sales PromotionPART FOUR13. Language, Culture and Communication14. Intercultural Marketing Communications 1: Advertising15. Intercultural Marketint Communications 2: Personal Selling, Networking and Public Relations16. Intercultural Marketing Negotiations1: People, Trust, and Tasks17: Intercultural Marketing Negotiations 2: Some Elements of National Styles of Business Negotiation
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