Name: Marketing Across Cultures By Jean-Claude Usunier
SKU: 9780130106681
Price: 11.69 USD
Availability: InStock

Marketing Across Cultures Summary

Marketing Across Cultures by Jean-Claude Usunier

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.

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

Additional information

Sku

GOR001780939

ISBN 13

9780130106681

ISBN 10

0130106682

Title

Marketing Across Cultures by Jean-Claude Usunier

Author

Jean-Claude Usunier

Condition

Used - Very Good

Binding type

Paperback

Publisher

Pearson Education (US)

Year published

1999-11-18

Number of pages

648

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Marketing Across Cultures Jean-Claude Usunier

Marketing Across Cultures by Jean-Claude Usunier

Summary

Marketing Across Cultures Summary

Marketing Across Cultures by Jean-Claude Usunier

Table of Contents

Additional information

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