Description

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.

 

Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.  

Features

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

New to this Edition

·   Cases and examples fully updated throughout with greater use of international companies

·   New cases on B2B and social media

·   New content on environmental issues, e-networking, economic turbulence and sustainability

·   Improved text, figures and table design

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

Marketing Across Cultures, 6th edition, by Jean-Claude Usunier and Julie Anne Lee

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 sixth edition has been extesively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It 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 e-networking, sustainability and the global economic crisis.

About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia

The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunierlee