International Marketing: A Cultural Approach

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9780131945807: International Marketing: A Cultural Approach

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.

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Usunier, Jean-Claude
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Book Description Philip Allan, 1993. Paperback. Book Condition: Very Good. International Marketing: A Cultural Approach This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9780131945807

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Book Description Philip Allan, 1993. Paperback. Book Condition: Used; Good. **SHIPPED FROM UK** We believe you will be completely satisfied with our quick and reliable service. All orders are dispatched as swiftly as possible! Buy with confidence!. Bookseller Inventory # mon0000307183

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Book Description Prentice Hall, 1993. Paperback. Book Condition: Near Fine. This book brings together two currents in the management literature. One de als with marketing and market research; the other deals with culture and or ganizations. The cultural variable relating to national culture has been so mewhat neglected in the theory and practice of international trade. This bo ok seeks to redress this gap by adopting a cultural approach to internation al marketing. There are two dimensions to this approach: one, a cross-cultu ral view, comparing national marketing systems. The other, an intercultural view, centering on the interaction between people of different cultures. T hus it provides readers with a framework for developing a commerce-based cu ltural awareness and is a training tool for those wishing to improve their abilities in the area of international marketing. Bookseller Inventory # RWARE0000005450

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