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
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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.

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  • 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

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