<p>In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. </p><p>&nbsp;</p><p><i>Marketing Across Cultures</i> 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. </p><p>&nbsp;</p><p>Full of up-to-date examples, numerous illustrations and&nbsp;using&nbsp;clear language, this text will guide students through key cultural marketing issues.&nbsp;&nbsp;</p>

<ul>
    <li><b>PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING </b></li>
    <li>1. The cultural process </li>
    <li>2. Cultural dynamics 1: time and space </li>
    <li>3. Cultural dynamics 2: interactions, mindsets and behaviours </li>
    <li><b>PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT</b> </li>
    <li>4. Cross-cultural consumer Behaviour </li>
    <li>5. Local consumers and the globalisation of consumption </li>
    <li>6. Cross-cultural market research </li>
    <li><b>PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT</b> </li>
    <li>7. Intercultural marketing strategy </li>
    <li>8. Product policy 1: physical, service and symbolic attributes </li>
    <li>9. Product policy 2: managing meaning </li>
    <li>10. The critical role of price in relational exchange </li>
    <li>11 .International distribution and sales promotion </li>
    <li><b>PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS</b> </li>
    <li>12. Language, culture and communication </li>
    <li>13. Intercultural marketing communications 1: advertising </li>
    <li>14. Intercultural marketing communications 2: personal selling, networking and public relations </li>
</ul>

<p>In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. </p>
<p><i>Marketing Across Cultures</i> 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. </p>
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Jean-Claude Usunier

Julie Anne Lee

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