9780273713913

Marketing Across Culturesexamines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

The Cultural Variable In International Marketing
The cultural process
Cultural dynamics 1: time and space
Cultural dynamics 2: interactions, mindsets and behaviours
The Integration Of Local Consumption In A Global Marketing Environment
Cross-cultural consumer Behaviour
Local consumers and the globalisation of consumption
Cross-cultural market research
Marketing Decisions For The Intercultural Environment
Intercultural marketing strategy
Product policy 1: physical, service and symbolic attributes
Product policy 2: managing meaning
The critical role of price in relational exchange
International distribution and sales promotion
Interculutural Marketing Communications
Language, culture and communication
Intercultural marketing communications 1: advertising
Intercultural marketing communications 2: personal selling, networking and public relations
Table of Contents provided by Publisher. All Rights Reserved.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Amazon no longer offers textbook rentals. We do!

Marketing Across Cultures

Marketing Across Cultures

0273713914

Summary

Author Biography

Table of Contents

Supplemental Materials