Marketing Across Cultures

Fülszöveg

Marketing Across Cultures
JEAN-CLAUDE USUNIER
Understanding what is country-specific and what is universal is essential for the design of marketing strategjes that can be successfully implemented across national markets. Marketing Aprons Cultures explores the theoretical and practical implications of thinking local t>trf acting global. Unlike many texts, it emphasizes people, languages and cultures, atid recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the séarch for global competitiveness with the necessary adjustment for local success.
This successful text uses a two-stage cultural approach to exploring international marketing:
• A cross-cultural approach - this compares marketing systems and local commercial customs in various countries.
• An inter-cultural approach - the study of interaction between business peoples of different national cultures.
This third edition... Tovább

Fülszöveg

Marketing Across Cultures
JEAN-CLAUDE USUNIER
Understanding what is country-specific and what is universal is essential for the design of marketing strategjes that can be successfully implemented across national markets. Marketing Aprons Cultures explores the theoretical and practical implications of thinking local t>trf acting global. Unlike many texts, it emphasizes people, languages and cultures, atid recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the séarch for global competitiveness with the necessary adjustment for local success.
This successful text uses a two-stage cultural approach to exploring international marketing:
• A cross-cultural approach - this compares marketing systems and local commercial customs in various countries.
• An inter-cultural approach - the study of interaction between business peoples of different national cultures.
This third edition offers increased coverage of the globalization of markets, emphasizing in particular how consumer behaviour and marketing environments are converging at a global level while local customers still give very different meanings to consumption. Teaching materials (including cases, exercises and critical incidents) illustrate the effects of cultural differences on each facet of international marketing, including consumer behaviour, market research, product and price policies, channel decisions and marketing communications.
Marketing Across Cultures is an invaluable text for all undergraduates and MBA students studying international marketing and for marketing practitioners who wish to improve their cultural awareness.
The front cover features an original work entitled 'Les Belges' by Irene Sturbelle. It symbolizes the lion of the Flems and the Gallic cockerel representing the Walloons (two traditionally antagonistic cultural groups in Belgium), united by their love of football.
Jean-Claude Usunier is Professor at the Faculty of Economics and Business, Université Louis Pasteur. Vissza