Marketing Across Cultures

Description

Features

• Each chapter concludes with questions and is followed by an appendix comprising of cases, exercises and critical incidences. This provides students with extra learning material to reinforce their understanding.
• Extensive references to websites throughout the text allow students to have in-depth and updated access to cultural and business information.

New to this Edition

• Now authored with a Euro-Australasian perspective, which allows students to get an even greater global perspective.
• Extensively re-written to increase accessibility for the reader
• Increased coverage and discussion of the Internet revolution and its impact on marketing ensures the reader is fully aware of latest developments.
• Additional web references for each chapter provide students with further research possibilities.
• NEW case studies with web-based references added to engage and interest students further, including Muslim Cola (Ch. 6), Bollywood (Ch.8), Brand USA (Ch.14) and more!

Table of Contents

Back Cover

Back Cover Copy-Usunier

“This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves.” Güliz Ger, Professor of Marketing, Faculty of Business Administration,Bilkent University, Turkey

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, 4e 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

·        An inter-cultural approach which studies the interaction between business peoples of different national cultures

"I used Marketing Across Cultures in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmüller., Chair of Marketing
Universityof Dortmund, Germany

Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, Marketing Across Cultures, 4e is essential reading.

New to This Edition!

Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials 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!

To access the robust web materials go to: www.booksites.net/usunier.

Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France).

Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.