This book deals with international marketing and is intended to help readers develop their intercultural skillls. The cultural variable is of prime importance in that it impacts upon communication, business negotiation, consumer needs and attitudes and the design and implementation of marketing strategies. The book compares national marketing systems and local commercial customs in various countries, emphasising what is country-specific and what is universal.
Instructor's Manual (0-13-236183-3).
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Marketing Across Cultures
Understanding what is country-specific and what is universal is essential for the design of marketing strategies that can be successfully implemented across national markets. Marketing Across Cultures explores the theoretical and practical implications of thinking local but acting global. Unlike many texts, it emphasizes people, languages and cultures, and recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the search for global competitiveness with the necessary adjustment for local success.
This successful text uses a two-stage cultural approach to exploring international marketing-
· A cross-cultural approach - this compares marketing systems and local commercial customs in various countries.
· An inter-cultural approach - the study of interaction between business peoples of different national cultures.
This third edition offers increased coverage of the globalization of markets, emphasizing in particular how consumer behaviour and marketing environments are converging at a global level while local customers still give very different meanings to consumption. Teaching materials (including cases, exercises and critical incidents) illustrate the effects of cultural differences on each facet of international marketing, including consumer behaviour, market research, product and price policies, channel decisions and marketing communications.
Marketing Across Cultures is an invaluable text for all undergraduates and MBA students studying international marketing and for marketing practitioners who wish to improve their cultural awareness.
The front cover features an original work entitled 'Les Belges' by Irène Sturbelle. It symbolizes the lion of the Flems and the Gallic cockerel representing the Walloons (two traditionally antagonistic cultural groups in Belgium), united by their love of football.
Jean-Claude Usunier is Professor at the Faculty of Economics and Business, Université Louis Pasteur.
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Ann Lee, Associate Professor at The University of Western Australia
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Book Description Prentice Hall 23/07/1996, 1996. Book Condition: Good. Will be shipped promptly from UK warehouse. Book is in good condition with no missing pages, no damage or soiling and tight spine. There may be some dog-eared pages showing previous use but overall a great book. Bookseller Inventory # 9053-9780132361750
Book Description Prentice Hall 23/07/1996, 1996. Book Condition: Very Good. 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 # 7719-9780132361750
Book Description Prentice Hall 23/07/1996, 1996. Book Condition: Good. This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Bookseller Inventory # 9053-9780132361750
Book Description Prentice Hall, 1996. Paperback. Book Condition: Good. Sent within 24 hours. Expedited UK delivery available. Second edition. Bookseller Inventory # BBI2376860
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Book Description Prentice Hall, 1996. Book Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Bookseller Inventory # 4245778
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Book Description Prentice Hall, 1996. Book Condition: Fair. 2nd Edition. N/A. Ships from the UK. Former Library book. Shows definite wear, and perhaps considerable marking on inside. Bookseller Inventory # GRP11313560
Book Description Prentice Hall, 1996. Book Condition: Good. 2nd Edition. N/A. Ships from the UK. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP29929653
Book Description Prentice Hall, 1996. TEXTBOOK BINDING. Book Condition: Good. 0132361752. Bookseller Inventory # 107940