Marketing Across Cultures
Jean-Claude Usunier, Julie Anne Lee
Résumé
International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high - only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest.
Marketing Across Cultures, fourth edition, uses a successful two-stage cultural approach to explore international marketing: A cross-cultural approach which compares marketing systems and local commercial customs in various countries and an intercultural approach which studies the interaction between business people from different national cultures.
Invaluable to all undergraduate, postgraduate and M BA students studying international marketing and for marketing practitioners who wish to improve their cultural awareness, Marketing Across Cultures, fourth edition, is essential reading. Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Anne Lee helps bring an Australasian perspective to the new edition.
New material includes:
- The internet revolution and its impact on international marketing
- Additional web references that allow in-depth and updated access to cultural and business information
- New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA - Selling Uncle Sam Like Uncle Ben's (Chapter 14} and more!
L'auteur - Jean-Claude Usunier
Diplômé d'HEC, docteur ès sciences économiques et agrégé en sciences de gestion, Jean-Claude Usunier est professeur a l'École des HEC (Université de Lausanne) où il est spécialisé en marketing et en gestion commerciale.
Autres livres de Jean-Claude Usunier
L'auteur - Julie Anne Lee
Julie Anne Lee is Senior Lecturer in Marketing at the Graduate School of Management, University of western Austalia.
Sommaire
- Introduction: Marketing in the global villages
- Acknowledgements
- The cultural variable in international marketing
- Introduction to Part 1
- 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
- Introduction to Part 2
- Cross-cultural consumer behaviour
- Local consumers and the globalization of consumption
- The convergence of marketing environments worldwide
- Cross-cultural market research
- Marketing decisions for the intercultural environment
- Introduction to Part 3
- 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
- Intercultural marketing communications
- Introduction to Part 4
- Language, culture and communication
- Intercultural marketing communications 1: Advertising
- Intercultural marketing communications 2: Personal selling, networking and public relations
- Intercultural marketing negotiations 1: People, trust and tasks
- Intercultural marketing negotiations 2: Some elements of national styles of business negotiation
- Postscript
- Author Index
- Subject Index
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Prentice Hall |
Auteur(s) | Jean-Claude Usunier, Julie Anne Lee |
Parution | 21/03/2005 |
Édition | 4eme édition |
Nb. de pages | 512 |
Format | 19 x 24,5 |
Couverture | Broché |
Poids | 1127g |
Intérieur | 2 couleurs |
EAN13 | 9780273685296 |
ISBN13 | 978-0-273-68529-6 |
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