TY  - BOOK
AU  - Usunier,Jean-Claude
AU  - Lee,Julie
TI  - Marketing across cultures
SN  - 0273685295 (pbk.)
SN  - 978027368
AV  - HF1416 .U85 
PY  - 2005///
CY  - Harlow, England
PB  - Financial Times/Prentice Hall
KW  - Export marketing
KW  - Social aspects
KW  - International business enterprises
KW  - Intercultural communication
N1  -  	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
ER  -