Marketing Across Cultures: 4th Edition - Softcover

Usunier, Prof Jean-Claude; Lee, Julie Anne

3.6

20 ratings by Goodreads

9780273685296: Marketing Across Cultures: 4th Edition

Softcover

ISBN 10: 0273685295 ISBN 13: 9780273685296

Publisher: Financial Times/ Prentice Hall, 2005

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Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.

The text adopts a cultural approach to international marketing, which has two main dimensions:
� A cross-cultural approach compares national marketing systems and local commercial customs in various countries.
� An intercultural approach, which is centred on the study of interaction between business people from different cultures.

The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.

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From the Back Cover:

Back Cover Copy-Usunier

“This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves.” G�liz Ger, Professor of Marketing, Faculty of Business Administration,Bilkent University, Turkey

International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high―only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest.

Marketing Across Cultures, 4e uses a successful two-stage cultural approach to explore International Marketing.

� A cross-cultural approach which compares marketing systems and local commercial customs in various countries

� An inter-cultural approach which studies the interaction between business peoples of different national cultures

"I used Marketing Across Cultures in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzm�ller., Chair of Marketing
Universityof Dortmund, Germany

Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, Marketing Across Cultures, 4e is essential reading.

New to This Edition!

Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes:

� The internet revolution and its impact on international marketing

� Additional web references that allow in-depth and updated access to cultural and business information

� New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben’s? (Chapter 14) and more!

To access the robust web materials go to: www.booksites.net/usunier.

Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne – Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France).

Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.

About the Author:

Jean-Claude Usunier is Professor at the Faculty of Economics and Business, Universite Louis Pasteur, Strasbourg.

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