International Marketing: A Cultural Approach - Softcover

Usunier, Jean-Claude

Softcover

ISBN 10: 0131945807 ISBN 13: 9780131945807

Publisher: Pearson Education Limited, 1993

Synopsis

This book brings together two currents in the management literature. One deals with marketing and market research; the other deals with culture and organizations. The cultural variable relating to national culture has been somewhat neglected in the theory and practice of international trade. This book seeks to redress this gap by adopting a cultural approach to international marketing. There are two dimensions to this approach: one, a cross-cultural view, comparing national marketing systems. The other, an intercultural view, centering on the interaction between people of different cultures. Thus it provides readers with a framework for developing a commerce-based cultural awareness and is a training tool for those wishing to improve their abilities in the area of international marketing.

About this title

Synopsis:

This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. The book discusses international marketing strategies and implementation techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing.

The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America. An instructor's manual is available as a supplement to this volume.

About this edition

• Publisher: Pearson Education Limited
• Publication date: 1993
• ISBN 10: 0131945807
• ISBN 13: 9780131945807
• Binding: Paperback
• Number of pages: 496