Marketing across cultures / Jean-Claude Usunier, Julie Anne Lee.
Material type:
TextPublication details: Harlow, England : Financial Times/Prentice Hall, 2005.Edition: 4th edDescription: xx, 573 p. : ill. ; 25 cmISBN: - 0273685295 (pbk.)
- 9780273685296
- HF1416 .U85
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| HF1416 .P35 International marketing / | HF1416 .S257 Marketing globally : | HF1416 .S257 Instructor's manual and test bank to accompany marketing globally : | HF1416 .U85 Marketing across cultures / | HF1416 .U85 Marketing across cultures / | HF1416 .U85 Marketing across cultures / | HF1416 .U85 Marketing across cultures / |
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.
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