Items related to Handbook of Cross-Cultural Marketing
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.
Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses:
Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses:
- real life examples of company successes and failures abroad
- attitudes toward middlemen in underdeveloped countries
- the advantages of foreign trade shows
- locating and using representatives, agents, and/or distributors in foreign countries
- the reception of different American products in different countries
- potential cultural pitfalls of primary data collecting techniques
- the role of time in various cultures
- setting standards for product performance
"synopsis" may belong to another edition of this title.
About the Author:
PAUL HERBIG is a Visiting Professor in the Management and Marketing Department at the Graduate School of International Trade and Business Administration of Texas A&M International University in Laredo, Texas. Prior to entering academia, he worked in marketing management at AT&T, Honeywell, and Texas Instruments. His research interests include reputation and market signaling, industrial trade shows, futuristics, cross-cultural influences on innovation, and Japanese marketing practices. He is the author of The Innovation Matrix (Quorum, 1994).
ERDENER KAYNAK is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg.
Synopsis:
ERDENER KAYNAK is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg.
Discusses the importance of sensitizing marketing approaches to cultural norms and taboos of other societies in global marketing. Explains ten important aspects of culture essential to successful cross-cultural marketing, and gives specific steps for developing cultural adaptation strategies in international marketing. Includes many real-life examp
"About this title" may belong to another edition of this title.
- PublisherRoutledge
- Publication date1997
- ISBN 10 0789001543
- ISBN 13 9780789001542
- BindingHardcover
- Edition number1
- Number of pages392
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