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Marketing across cultures

Author: Jean-Claude Usunier; Julie Anne Lee
Publisher: Harlow : FT Prentice Hall, 2009.
Edition/Format:   Print book : English : 5th edView all editions and formats
Database:WorldCat
Summary:
'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial customs in various countries.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jean-Claude Usunier; Julie Anne Lee
ISBN: 9780273713913 0273713914
OCLC Number: 302062180
Notes: Previous edition: 2005.
Description: xvi, 479 pages : illustrations ; 25 cm
Contents: Introduction --
Part 1. The cultural variable in international marketing --
1. The cultural process --
2. Cultural dynamics 1 : time and space --
3. Cultural dynamics : interactions, mindsets and behaviours --
Part 2. The integration of local consumption in a global marketing environment --
4. Cross-cultural consumer behaviour --
5. Local consumers and the globalization of consumption --
6. Cross-cultural market research --
Part 3. Marketing decision for the intercultural environment --
7. Intercultural marketing strategy --
8. Product policy 1 : physical, service and symbolic attributes --
9. Product policy 2 : managing meaning --
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, networking and public relations --
Author index --
Subject index.
Responsibility: Jean-Claude Usunier, Julie Anne Lee.

Abstract:

'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial  Read more...

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