Marketing Across Cultures

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Marketing Across Cultures

Jean-Claude Usunier,Julie Anne Lee
Marketing Across Cultures Book PDF

Author : Jean-Claude Usunier,Julie Anne Lee
Publisher : Pearson Education
Page : 500 pages
File Size : 53,6 Mb
Release : 2009
Category : Business & Economics
ISBN : 0273713914

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Marketing Across Cultures by Jean-Claude Usunier,Julie Anne Lee Pdf

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: A * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. A * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.

Marketing Across Cultures

Jean-Claude Usunier,Julie Anne Lee,Julie Lee
Marketing Across Cultures Book PDF

Author : Jean-Claude Usunier,Julie Anne Lee,Julie Lee
Publisher : Pearson Education
Page : 608 pages
File Size : 52,5 Mb
Release : 2005
Category : Business & Economics
ISBN : 0273685295

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Marketing Across Cultures by Jean-Claude Usunier,Julie Anne Lee,Julie Lee Pdf

Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guliz Ger, Professor of Marketing, Faculty of Business Administration, Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high--only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. "Marketing Across Cultures, 4e" uses a successful two-stage cultural approach to explore International Marketing. - A cross-cultural approach which compares marketing systems and local commercial customs in various countries - An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used "Marketing Across Cultures" in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, "Marketing Across Cultures, 4e" is essential reading. New to This Edition! Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: - The internet revolution and its impact on international marketing - Additional web references that allow in-depth and updated access to cultural and business information - New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.

Marketing Across Cultures in Asia

Richard R. Gesteland,Georg F. Seyk
Marketing Across Cultures in Asia Book PDF

Author : Richard R. Gesteland,Georg F. Seyk
Publisher : Copenhagen Business School Press DK
Page : 196 pages
File Size : 51,9 Mb
Release : 2002
Category : Business etiquette
ISBN : 8763000946

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Marketing Across Cultures in Asia by Richard R. Gesteland,Georg F. Seyk Pdf

"A practical, step-by-step guide for international marketers who are targeting the challenging markets of the Asia-Pacific region. Packed with useful information and real-world examples, Marketing Across Cultures in Asia is based on the two authors' 35 years of combined hands-on experience of managing, marketing and negotiating in Asia."

Cross-Cultural Social Media Marketing

Emi Moriuchi
Cross Cultural Social Media Marketing Book PDF

Author : Emi Moriuchi
Publisher : Emerald Group Publishing
Page : 154 pages
File Size : 54,9 Mb
Release : 2021-06-22
Category : Business & Economics
ISBN : 9781838671778

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Cross-Cultural Social Media Marketing by Emi Moriuchi Pdf

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.

Marketing Across Cultures

Fons Trompenaars,Peter Woolliams
Marketing Across Cultures Book PDF

Author : Fons Trompenaars,Peter Woolliams
Publisher : John Wiley & Sons
Page : 375 pages
File Size : 53,5 Mb
Release : 2004-09-24
Category : Business & Economics
ISBN : 9781841124711

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Marketing Across Cultures by Fons Trompenaars,Peter Woolliams Pdf

The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.

Business & Marketing Across Cultures

Julie Anne Lee,Jean-Claude Usunier,Vasyl Taras
Business Marketing Across Cultures Book PDF

Author : Julie Anne Lee,Jean-Claude Usunier,Vasyl Taras
Publisher : SAGE Publications Limited
Page : 174 pages
File Size : 51,6 Mb
Release : 2023-04-28
Category : Business & Economics
ISBN : 9781529765465

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Business & Marketing Across Cultures by Julie Anne Lee,Jean-Claude Usunier,Vasyl Taras Pdf

In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets. Throughout, the book links to the x-culture learning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems. This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts. Julie Anne Lee is a Winthrop Professor in Marketing and the Director of Research and Research Training in the Business School at The University of Western Australia. Jean-Claude Usunier is an Emeritus Professor from the Faculty of Business and Economics at the University of Lausanne, Switzerland. Vasyl Taras is a Professor in the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA.

Handbook on Cross-Cultural Marketing

Glen H. Brodowsky,Camille P. Schuster
Handbook on Cross Cultural Marketing Book PDF

Author : Glen H. Brodowsky,Camille P. Schuster
Publisher : Edward Elgar Publishing
Page : 304 pages
File Size : 49,5 Mb
Release : 2020-09-25
Category : Business & Economics
ISBN : 9781788978545

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Handbook on Cross-Cultural Marketing by Glen H. Brodowsky,Camille P. Schuster Pdf

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Culture Crossing

Michael Landers
Culture Crossing Book PDF

Author : Michael Landers
Publisher : Berrett-Koehler Publishers
Page : 209 pages
File Size : 49,7 Mb
Release : 2017-01-09
Category : Business & Economics
ISBN : 9781626567115

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Culture Crossing by Michael Landers Pdf

Thrive in the multicultural communities where you work and live People, money, and information are flowing faster than ever across international borders, putting us all just one step away from a culture crash—that moment when you unintentionally confuse, frustrate, or offend someone from another culture. Are you struggling with trying to learn the customs, nuances, and hot buttons of every culture you might come into contact with? Michael Landers guides you toward a better solution: becoming aware of your own cultural “baggage.” You'll learn to sidestep the knee-jerk reactions that can get you into trouble and develop the agility to adjust your behaviors and expectations as needed. Through a mix of entertaining and instructive stories, valuable insights, and eye-opening self-assessments, Culture Crossing offers an essential primer for improving all your interactions with people from any background.

Business Across Cultures

Fons Trompenaars,Peter Woolliams
Business Across Cultures Book PDF

Author : Fons Trompenaars,Peter Woolliams
Publisher : John Wiley & Sons
Page : 368 pages
File Size : 47,9 Mb
Release : 2004-05-14
Category : Business & Economics
ISBN : 9781841125916

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Business Across Cultures by Fons Trompenaars,Peter Woolliams Pdf

Business Across Cultures is the keystone book in the Culture for Business series. It provides an overview of all subjects tackled in the other books of the series. Its particular aim is to provide executives with a cross-cultural perspective on how companies meet the diverse needs of customers, investors and employees; to introduce the main ideas in business in a multicultural context; and to show how they all fit together.

Cross-Cultural Marketing

Dawn Burton
Cross Cultural Marketing Book PDF

Author : Dawn Burton
Publisher : Routledge
Page : 328 pages
File Size : 46,6 Mb
Release : 2008-11-21
Category : Business & Economics
ISBN : 9781134060177

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Cross-Cultural Marketing by Dawn Burton Pdf

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies. Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including: Cross-cultural consumer behaviour Cross-cultural management practice Promotional strategies Product development Distribution Marketing research methods Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

Intercultural Marketing

Ivana Beveridge
Intercultural Marketing Book PDF

Author : Ivana Beveridge
Publisher : Routledge
Page : 181 pages
File Size : 53,8 Mb
Release : 2020-11-17
Category : Business & Economics
ISBN : 9781000218091

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Intercultural Marketing by Ivana Beveridge Pdf

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

The Psychology of Marketing

Gerhard Raab,G. Jason Goddard,Alexander Unger
The Psychology of Marketing Book PDF

Author : Gerhard Raab,G. Jason Goddard,Alexander Unger
Publisher : CRC Press
Page : 412 pages
File Size : 44,9 Mb
Release : 2016-02-24
Category : Business & Economics
ISBN : 9781317018704

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The Psychology of Marketing by Gerhard Raab,G. Jason Goddard,Alexander Unger Pdf

This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.

The New Cultures of Food

Martin K. Hingley
The New Cultures of Food Book PDF

Author : Martin K. Hingley
Publisher : CRC Press
Page : 344 pages
File Size : 45,6 Mb
Release : 2016-03-03
Category : Business & Economics
ISBN : 9781317022961

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The New Cultures of Food by Martin K. Hingley Pdf

Food is an extraordinary expression of culture; the assortment of flavours, smells, colours and appearance match the diversity of the cultures from which they come and provide very visible evidence of the migration of populations and of the growing multiculturalism of many countries. Adam Lindgreen and Martin K. Hingley draw on research into European, Latin American and (Near and Far) Eastern markets to provide a comprehensive collection of original, cutting-edge research on the opportunities that the changing landscapes of ethnic, religious and cultural populations present for businesses and marketers. The New Cultures of Food uses the perspective of food culture to explore the role of food as a social agent and attitudes to new foodstuffs amongst indigenous populations and to indigenous food amongst immigrant communities. Opportunities and routes to market for exploiting growing demand for ethnic food are also investigated. This is an important book for food and consumer businesses, policy makers and researchers seeking to understand changing global markets and the significance of food as an indicator of social and religious attitude, diet and ethnic identity.

Handbook of Cross-Cultural Marketing

Erdener Kaynak,Paul Herbig
Handbook of Cross Cultural Marketing Book PDF

Author : Erdener Kaynak,Paul Herbig
Publisher : Routledge
Page : 356 pages
File Size : 40,5 Mb
Release : 2014-04-08
Category : Business & Economics
ISBN : 9781317957867

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Handbook of Cross-Cultural Marketing by Erdener Kaynak,Paul Herbig Pdf

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: 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 A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.

Marketing Management

Luca M. Visconti,Lisa Peñaloza,Nil Toulouse
Marketing Management Book PDF

Author : Luca M. Visconti,Lisa Peñaloza,Nil Toulouse
Publisher : Unknown
Page : 568 pages
File Size : 46,8 Mb
Release : 2020
Category : Export marketing
ISBN : 113856141X

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Marketing Management by Luca M. Visconti,Lisa Peñaloza,Nil Toulouse Pdf

Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.