Marketing Across Cultures, 6th edition

Published by Pearson (February 14, 2013) © 2013

  • Jean-Claude Usunier HEC, Lausanne, Switzerland
  • Julie Anne Lee University of Western Australia
Products list
$71.95 AUD

Price Reduced From: $79.95 AUD

Instant access

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 full text downloaded to your computer

With eBooks you can:

  • search for key concepts, words and phrases
  • make highlights and notes as you study
  • share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you'll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

  • 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

Need help? Get in touch