Marketing Across Cultures

Description

Features

• Clear writing style
• Frequent links out to key websites
• Boxes highlight and expand on key issues
• End-of-chapter questions bring test the reader’s understanding of the major themes
• End-of-chapter scenarios, further reading and discussion guides

New to this Edition

• Updating of literature cited and examples used in every chapter
• Simplification of academic language and style
• Reduce book’s length, by cutting material that is redundant at this level and by combining other topics
• New material on ethics, corporate social responsibility, technology, relationship marketing, and bribery
• More examples throughout the book drawn from real life
• More illustrations and tables to visually illustrate the topic at hand and break up the text
• Refined set of pedagogical features which pull out the main themes of each chapter’s argument will help guide the student

Table of Contents

PART I: 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

PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT

4. Cross-cultural consumer Behaviour

5. Local consumers and the globalisation of consumption

6. Cross-cultural market research

PART III: MARKETING DECISIONS 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 IV: INTERCULUTURAL MARKETING COMMUNICATIONS

12. Language, culture and communication

13. Intercultural marketing communications 1: advertising

14. Intercultural marketing communications 2: personal selling, networking and public relations

Back Cover

In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.

Marketing Across Cultures examines 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.

The fifth edition is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area. Using clear language and numerous illustrations the text guides students through key cultural marketing issues, including new material on hot topics such as ethics, corporate social responsibility, and bribery.

Author

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

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