Marketing across cultures /
Usunier, Jean-Claude.
Marketing across cultures / Jean-Claude Usunier, Julie Anne Lee. - 4th ed. - Harlow, England : Financial Times/Prentice Hall, 2005. - xx, 573 p. : ill. ; 25 cm.
Introduction: marketing in the global villages --
1. cultural process --
2. Cultural dynamics 1 : time and space --
3. Cultural dynamics 2 : interactions, mindsets and behaviours --
4. Cross-cultural consumer behaviour --
5. Local consumers and the globalization of consumption --
6. convergence of marketing environments worldwide --
7. Cross-cultural market research --
8. Intercultural marketing strategy --
9. Product policy 1 : physical, service and symbolic attributes --
10. Product policy 2 : managing meaning --
11. critical role of price in relational exchange --
12. International distribution and sales promotion --
13. Language, culture and communication --
14. Intercultural marketing communications 1 : advertising --
15. Intercultural marketing communications 2 : personal selling, networking and public relations --
16. Intercultural marketing negotiations 1 : people, trust and tasks --
17. Intercultural marketing negotiations 2 : some elements of national styles of business negotiation.
0273685295 (pbk.)
9780273685296
Export marketing--Social aspects.
International business enterprises--Social aspects.
Intercultural communication.
HF1416 / .U85
Marketing across cultures / Jean-Claude Usunier, Julie Anne Lee. - 4th ed. - Harlow, England : Financial Times/Prentice Hall, 2005. - xx, 573 p. : ill. ; 25 cm.
Introduction: marketing in the global villages --
1. cultural process --
2. Cultural dynamics 1 : time and space --
3. Cultural dynamics 2 : interactions, mindsets and behaviours --
4. Cross-cultural consumer behaviour --
5. Local consumers and the globalization of consumption --
6. convergence of marketing environments worldwide --
7. Cross-cultural market research --
8. Intercultural marketing strategy --
9. Product policy 1 : physical, service and symbolic attributes --
10. Product policy 2 : managing meaning --
11. critical role of price in relational exchange --
12. International distribution and sales promotion --
13. Language, culture and communication --
14. Intercultural marketing communications 1 : advertising --
15. Intercultural marketing communications 2 : personal selling, networking and public relations --
16. Intercultural marketing negotiations 1 : people, trust and tasks --
17. Intercultural marketing negotiations 2 : some elements of national styles of business negotiation.
0273685295 (pbk.)
9780273685296
Export marketing--Social aspects.
International business enterprises--Social aspects.
Intercultural communication.
HF1416 / .U85